Here come the mirrorball men

16 November, 2007

Scotch whisky J&B has undergone a £5 million packaging makeover.

The global roll-out of the new-look bottle is a step towards repositioning the brand as "the world's party whisky", according to brand owner Diageo.

The redesigned bottle features more angular shoulders and a narrower neck. An embossed logo has been added to highlight the brand's handcrafted qualities and a black, gold and white layered border now features on the label.

Global brand director Nik Keane said: "The new pack highlights the brand's role as the ultimate party whisky with an edgy design that will appeal to partygoers around the world. Working in sync

with our global Start a Party campaign, it will help us achieve substantial growth for the brand during the year ahead."

The brands' party-themed campaign is currently running in 20 countries worldwide and includes print and poster advertising featuring a giant mirrorball and the J&B responsible drinking advocate, the Mirrorball Man.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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