Diageo has revamped the packaging for its Bell's Special Reserve Blended Malt Scotch whisky in the UK.

Set to launch in the country next month, the new look is part of a GBP2m (US$2.9m) investment in the brand, the company said today (12 January).

The redesign includes the introduction of a malt whisky-style bottle featuring "brand icon" Arthur Bell on the front label.

"The newly-designed Bell's Special Reserve is a great option for regular customers who are looking for something a little more special and it provides an accessible way to trade up to a more premium blend," said James Pennefather, whisky brand director for Diageo GB.

The new-look reserve will be supported through neck collars on Bell's Original featuring a 5cl bottle of Bell's Special Reserve to drive trial. The collars will also include a GBP1 voucher towards the purchase of a bottle of Special Reserve. 

On seasonal occasions, such as Father's Day and Christmas, the Reserve will also be available in a gift carton.

Bell's Special Reserve has an RRP of GBP17.84 per bottle in the UK.