The bottle features a new closure

The bottle features a new closure

Whyte & Mackay has unveiled a new embossed bottle for its Glayva whisky liqueur ahead of a UK marketing push.

The distiller, which is in line to be taken over by Emperador Inc, said today (26 June) the new-look packaging will increase brand awareness and on-shelf prominence. The redesign includes a new label and a closure that offers consumers an easier way to serve Glayva neat, Whyte & Mackay said.

“We are confident that the new packaging will help further encourage consumers into the category by helping them best understand how to enjoy Glayva,” said Stephen Watt, Whyte & Mackay's UK off-trade sales director.

A spokesperson for Whyte & Mackay told just-drinks the bottle will roll out globally, with Glayva's main markets comprising the UK, Germany, France, Australia, New Zealand, US, Canada and UK Travel Retail.

The bottle launch comes as Whyte & Mackay prepares an Autumn marketing campaign for Glayva, including a UK-wide sampling activity.

Philippines-based brandy producer Emperador is set to acquire Whyte & Mackay from Diageo-controlled United Spirits for GBP430m (US$729m).