Laphroaig 10 Bottle & Tube. Image courtesy Beam Inc. May 3, 2013 – Laphroaig has unveiled a new packaging design for its entire range of Islay single malts. The design includes new labels and tubes for the core range, with a goal of creating a consistent look across the range.

In a news release, Beam senior global marketing director Michael Cockram described the redesign as subtle, while providing a more defined personality for Laphroaig.

“Laphroaig continues to be the world’s No.1 Islay malt whisky. Our decision to refresh the brand’s packaging has been taken with a great deal of care, given that the brand’s distinctive look has been so successful for many years. We believe the new look creates a modern evolution for the brand, reinvigorating the original design while educating consumers on the brand’s unique taste experience.”

The design was created in consultation with members of the Friends of Laphroaig affinity group, and will continue to use an image of the Laphroaig Distillery on Islay as the focal point on the tubes consumers see on retail shelves. The new packaging will be rolled out across the world, with the initial focus on the U.S., the U.K., Germany, Sweden, Australia, and Japan.

Links: Laphroaig | Beam