Loch Lomond Whiskies launches refresh of GTR brand
Loch Lomond Whiskies has unveiled a complete brand refresh of its packaging and range offering across its global travel retail (GTR) single malt whisky offering.
The investment comes after strong business growth over the past five years, which has seen Loch Lomond Whiskies become one of the top five fastest growing single malt brands in the world. It’s listed in more than 125 markets including many duty free stores worldwide.
The new design will be rolled out across the Loch Lomond Whiskies GTR range, improving brand recognition and introducing a contemporary aesthetic and flavor descriptors. Allowing travelers to easily navigate their way through the portfolio, the rebrand will help better serve the name.
The brand’s portfolio will also see the addition of three new travel retail exclusive expressions to its core range. Ensuring the breadth of flavor that is created at the Loch Lomond Distillery is covered from the lighter and fruitier to the more heavily pleated, The Loch Lomond Madeira Wood Finish, the Loch Lomond 14-Year-Old Inchmoan and the Loch Lomond 18-Year-Old Inchmurrin will sit alongside the current Loch Lomond 12-Year-Old.
“The Global Travel Retail channel is fundamental to the growth of Loch Lomond Whiskies and we remain committed to it despite the recent challenges affecting travelers and travel retail worldwide.
We are proud of the success of our collections, which have performed strongly in the GTR channel since launching three years ago. Over the years, Loch Lomond Whiskies has grown a strong customer following and we believe our new redesigned packaging will not only stand out on the shelves, but also better communicate the range of flavors found in each expression.
We continue to experience strong demand among travelers worldwide who want to experience a taste of Scotland through Scotch whisky and we are confident that our range of single malts will offer something new to our customers,” states André de Almeida, Managing Director, Global Travel Retail, Loch Lomond Group.
The new packaging maintains the familiar stag icon and features a more prominent Loch Lomond brand name and age statement to increase visibility on the shelf. The outline of the famous Loch Lomond has been incorporated into the background of each gift tube, celebrating the distillery’s enviable location. A simple flavor descriptor is also showcased on both the gift tube and bottle.
The Loch Lomond Whiskies GTR exclusive range first went on sale in Glasgow Airport’s World Duty Free World of Whiskies store in February 2017, followed by the launch of the independent distiller’s Glen Scotia GTR range exactly one year later. In September 2018, the team introduced Littlemill Single Malt Scotch whisky from Scotland’s oldest licensed distillery to the channel.