Glengoyne relaunch celebrates "unhurried approach" to whisky making
Glengoyne Highland Single Malt Scotch Whisky has launched a new look and feel across range.
Taking inspiration from the distillery’s “unhurried and uncompromising” approach to whisky-making, the overhaul also sees The Glengoyne Collection move to 100% recyclable and locally sourced packaging.
The new identity, featuring an updated illustration of its namesake goose, and packaging will roll out this month across the Collection, as well as special releases such as Legacy Series: Chapter Two and Cask Strength Batch No. 008, which both launch globally this month. Older expressions will be unveiled later this year.
As Scotland’s slowest distilled malt, “unhurried since 1833”, the new packaging features subtle design cues inspired by the distillery’s unique connection to time.
As part of the distillery’s long-standing commitment to sustainability and the future, The Glengoyne Collection also becomes fully recyclable, free of plastic and magnets, and locally sourced, with nearly all of the material originating from Scotland.
Katy Muggeridge, senior brand manager for Glengoyne, said: “Glengoyne has always chosen to take its time to do things the right way - for every minute other whiskies spend in their stills, ours spends three, all in the name of outstanding fruity flavour. This is the Glengoyne way and it’s why the same appreciation of time has gone into this rebrand.
"As one of Scotland’s greenest distilleries, it was extremely important to us that our commitment to sustainability was reflected in the new packaging, as well as giving us a platform to better connect our customers to the unique processes and people behind our award-winning whisky.”
To celebrate this new chapter in the distillery’s story, Glengoyne has worked with renowned conceptual artist and experimental philosopher, Jonathon Keats, on a one-of-kind literary art project set to challenge the way consumers themselves engage with time.
Keats’ art pieces, which feature poems from some of the most celebrated young poets around the world including Cat Hepburn and Jeda Pearl (Scotland), Courtney Peppernell (Australia), Alison Malee (America) and Martin Reints (Holland), won’t be immediately available for people to view.
Instead, going against the grain of today’s instant culture, each poem will appear in its own time – unhurried – thanks to an innovative and one-of-a-kind printing technique, which fades away as it is exposed to ultraviolet light.
Creating a greater appreciation of time and craft, each of the poems will hang in the Glengoyne distillery for consumers to visit, with a first layer of ink slowly fading away, in time, to reveal the poems underneath. A version of each poem will also be exhibited in the home countries of the poets from October, including at renowned whisky bars, The Brandy Library (New York), The Ubiquitous Chip (Glasgow) and J.D. Williams (Amsterdam) - creating a truly one-of-a-kind global exhibition.
Katy Muggeridge said: “As everything becomes instantaneous, delivered next day, our appreciation of craft and time is diminishing. Glengoyne distillery has always valued the role time can play and its importance to our whisky making.
“That’s why for this special rebrand, we wanted to bring this idea of unhurried into a different world. These special pieces of literary art will appear when they are ready, likely anytime over the next two to fifty years depending on their exposure to UV light, encouraging a different interaction with the work and a greater appreciation of its craft.”
Also launching with the rebrand, Chapter Two in the Legacy Series heroes the story of Glengoyne’s owners, the Russell Family, and their own relationship to time and tradition when experimenting with different maturation styles. The global release is the result of maturation in two distinct types of casks – first-fill bourbon casks and refill sherry casks.