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Laphroaig Gets Global Makeover

May 3, 2013

Beam Inc. has unveiled a global packaging update for its Laphroaig single malt Scotch whisky brand. The new look includes a modified label that uses different colors and typesets to create “warmer shelf appeal,” Beam said. An image of the Laphroaig distillery alongside the Islay bay is also featured on the bottle’s outer tube packaging. Rolling out this month, the updated package will launch into key Laphroaig markets including the U.S., U.K., Germany, Sweden, Australia and Japan.

For the first quarter of 2013, Beam reported a 27% rise for Laphroaig, which is part of the company’s “Rising Stars” portfolio. Globally, Laphroaig ranks among the top 10 single malt Scotches worldwide at more than 200,000 cases, roughly 20% of which is sold in the U.S.

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