Lewis Moberly Unveils The 18 for The Glenrothes

Leading brand design agency Lewis Moberly has created the structural and brand design for The 18 for The Glenrothes, the latest chapter in its long-term partnership with brand-owner Edrington Group.

The Glenrothes 18-year-old is the latest pillar of The Glenrothes rare whisky portfolio all deeply connected to The Glenrothes private estate in Speyside in Scotland. It follows the successful launches of The 25 and The 42 last year.

Lewis Moberly was briefed to design The 18-year-old bottle and gift carton. The key objective was to build on the familiarity of The Glenrothes iconic bottle and celebrate the whisky within. The 18-year-old gift box pack structure also needed to elevate to align closely with the recently launched 25-year-old whisky packaging.

The evolved Glenrothes bottle introduces a taller, elegant body profile. The straight neck allows the precious liquid to pour more smoothly. The Glenrothes Master Whisky Maker, Laura Rampling, lends her handwritten tasting notes to gild the clear front label. Lewis Moberly has designed a bespoke gift secondary canister featuring a dual layered turning cylinder that opens to reveal the whisky within. The new structure enables the bottle to be proudly displayed within its gift box.

The secondary canister design for the 18-year-old is based on the new 25-year-old structure developed on the principle of using paper, card, and pulp-based materials only.  No plastic, metal, or leather.  With minimal use of foil, the new core structure is 100% recyclable.

Mary Lewis, Creative Director at Lewis Moberly commented: 

“The aged range has developed by building on assets and creating a strong, seamless, presentation. A base of underlying purple heralds new life within The Glenrothes grounds and the emergence of spring. Bright copper accents celebrate the distillation from a raw essence into new, make spirit through the unusually tall stills — an influence which poises the whisky for 18 years of evolving transformation.”

Wendy Espie, Global NPD Manager, The Glenrothes added:

“As a key pillar of The Glenrothes portfolio, The 18 deserves a plinth on which to be presented. The new Lewis Moberly cylindrical canister – a stylish reinterpretation of the casks in which our liquid luxuriously matures – offers just that. The contours of the outer pack are a nod to the location of The Glenrothes Estate in Rothes, Speyside; whilst the twist playfully reveals the whisky inside.”

Source: Lewis Moberly

  Branding, Edrington Group, Lewis Moberly, Marketing, Packaging, The 18, The Glenrothes