New look for Bell’s Special Reserve

Bell’s Special Reserve, the premium version of Diageo’s best-selling blend in the UK, has been given a new look.

The new malt-style bottle features a split label, and the brand icon Arthur Bell who was recently introduced on labels of standard Bell’s and in advertising.

James Pennefather, whisky brand director for Diageo GB, said: “The newly designed Bell’s Special Reserve is a great option for regular customers who are looking for something a little more special and it provides an accessible way to trade up to a more premium blend with a brand they can trust.

“The re-design also features new brand icon Arthur Bell for the first time on the Special Reserve label. Arthur Bell is undoubtedly one of the most successful names in Scotch whisky.”

The new look will be supported through neck collars on Bell’s Original featuring a 5cl bottle of Bell’s Special Reserve to drive trial. The collars will also include a £1 voucher towards a bottle of Bell’s Special Reserve and an information leaflet.

Bell’s Special Reserve, which has an RRP of £17.84, will benefit from the £2 million investment planned for the Bell’s brand in the first half of 2009.