UK: Ian MacLeod launches Glengoyne offensive
Ian Macleod Distillers has signalled its ambition to break into the world's top ten single malts with the repackaging of hallmark Scotch whisky Glengoyne.
The UK distiller has revamped the packaging for the 10- and 17-year-old expressions of Glengoyne. Ian Macleod will also unveil a new look for Glengoyne 21-year-old next year as part of a revamp that has cost the company around GBP20,000 (US$37,950)
The company's marketing director, Iain Weir, told just-drinks today (20 November) that it had set its sights on turning Glengoyne into one of the world's leading single malts.
"We sell around 35,000 cases of Glengoyne globally and that would put us into the top 20 or 25 single malts in the world," Weir said.
"Our ambition is to be in the top ten - and that would mean us selling over 100,000 cases. Obviously we still have a long way to go but that is our medium- to long-term ambition."
Weir said the new packaging would give Glengoyne a greater presence on shelves and communicate the "high quality" of the product. The distiller has yet to secure a listing with a major UK retailer for Glengoyne but Weir said it hoped to strike a deal sometime next year.
Rival Scotch whisky producer Morrison Bowmore Distillers has also revamped its flagship brand Bowmore. Weir acknowledged the growing competition among distillers to develop Scotch brands but said the taste of Glengoyne made it stand out from its peers.
He added: "Our brand essence is really the taste of our malt; it's the authentic taste of malt whisky untainted by any peat smokiness. Our barley is air-dried and we distil our whisky slower than any other distillery and this delivers a product that is perfect for newcomers and connoisseurs. There's no masking of the taste in a glass of Glengoyne."
The new-look Glengoyne 17-year-old will hit UK shelves next month and reach export markets, including France, Germany and Scandinavia, next year. The repackaged 10-year-old will be first available outside the UK and then be on shelves in the UK early next year.
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