Diageo has launched a GBP5m pack redesign for its Scotch brand J&B.

The global roll-out of the new look bottle is a step towards efforts to reposition the brand as "the world's party whisky", the company said.

The new bottle design has angular shoulders and clean tapered lines. The foot is more pronounced, the neck narrower, the shoulders raised and the eyebrow in synch with the label.
 
"The redesigned pack has a bolder more contemporary look that gives it extra bar and shelf stand-out", said Nik Keane, the global brand director of J&B. "The new pack highlights the brand's role as the ultimate party whisky with an edgy design that will appeal to party goers around the world. Working in synch with our global Start a Party campaign, it will help us achieve substantial growth for the brand during the year ahead."
 
The new label shape mirrors the bottle form and is reinforced by black, gold and white borders.