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Brown-Forman gives Collingwood Canadian whisky US upgrade

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Brown-Forman has updated the packaging for its Collingwood Canadian whisky brand in the US.

Brown-Forman is hoping to make the Collingwood bottle more sustainable

Brown-Forman is hoping to make the Collingwood bottle more sustainable

The revamp, announced late last week, features the replacement of Collingwood's extra black cap in favour of a screw cap. The change, which also includes new front and back labels, has been introduced to "improve overall functionality and increase sustainability" of the brand's bottle.

Brand manager Heather Howell said: "In conjunction with the new package, we've completely repositioned the brand to focus on craftsmanship, the vigour of the Canadian landscape, and the artisanal world."

The new look will be rolled out across the US this month. Collingwood carries an SRP of US$28.99 per 75cl bottle.

In first-quarter results, released in August, Brown-Forman noted that Collingwood helped its super- and ultra-premium whisk(e)y portfolio to deliver a double-digit rise in sales.


Sectors: Spirits

Companies: Brown-Forman

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