UK: LVMH lines up Glenmorangie revamp

By | 17 August 2007

Moët Hennessy Louis Vuitton (LVMH) has unveiled a revamp of its Glenmorangie single malt Scotch whisky range.

The company today (17 August) announced that the new brand identity will hit all markets next week. The full Glenmorangie range will be repackaged in a new bottle shape, with the company investing in an updated bottling line, and revised labelling with the introduction of a new brand emblem, the Glenmorangie 'Signet'.

At the same time, the name of its flagship Glenmorangie Ten Years Old whisky will be changed to Glenmorangie Original, and the Wood Finish range will become the Glenmorangie Extra Matured range.

The revamp will be backed by a new international print advertising campaign, visual merchandising for in-store displays and a stronger Web presence. The company declined to say how much it is investing behind the move, saying only that it has invested "very heavily" in the bottling line and global marketing.

Speaking to just-drinks, Dr Bill Lumsden, Glenmorangie's head of distilling and whisky creation, said: "We found that consumers were a wee bit confused about the naming of the Wood Finish range, so we've relaunched it as the Extra Mature range. The whiskies are ten years old, and are then aged in barrels for two years." The range consists of Lasanta, which is matured in Spanish Oloroso Sherry casks, while Quinta Ruban is matured in Port casks. The Nectar D'Or variant is matured in Sauterne wine barrels.

"It is a big step for a company that's always been viewed as very traditional. We decided that we wanted the brand to have a more stylish contemporary look to it. We're very positive that it's going to encourage more drinkers into the malt whisky category."

While still focusing on the UK market, the company is hoping for greater returns from North America and Asia. "We're looking for increased growth everywhere, but in particular in the US and Asia. The brands really starting to take off in places like Taiwan and Korea. We're also looking at China and at consolidating our position in Japan."


Sectors: Spirits

Companies: Glenmorangie

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