Click through to view the new packaging for Beam Incs Laphroaig

Click through to view the new packaging for Beam Inc's Laphroaig

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Beam Inc is set to update the packaging for its single malt Scotch whisky brand, Laphroaig.

The update, which will roll out across all markets, was announced late last week by the US-based spirits company. The move has been introduced to bring more uniformity across the brand's portfolio and was designed using feedback from its consumer club, Friends of Laphroaig.

“After listening to consumer feedback, we believe this redesign will bring greater visibility and appeal, providing a more defined brand personality that resonates with our fans,” said Michael Cockram, senior global marketing director at Beam.

The new look can be seen by clicking through on the image on the right.

Last week, Beam reported its Q1 results, with net profits performing well on the back of an 8% lift in sales in the first three months of 2013.