Auchentoshan unveils new look targeting millennials


Auchentoshan has unveiled a brand-new identity, aiming to attract millennials and younger whisky drinkers.

The new look is part of the brand’s ‘better shared’ positioning to become the most progressive urban single malt scotch whisky for urban drinkers.

“Auchentoshan is a whisky that knows the ins and outs of the city. It is honest, innovative, disruptive and fun to be around. This is reflected within our bold new packaging design,” said Eileen Livingston, senior director of Scotch whisky for Beam Suntory at Auchentoshan.

“We want to connect with a younger generation of drinker that would enjoy a more approachable, accessible and more experiential drinking experience of single malt.”

Each design cue reinforces Auchentoshan’s unique proposition, with the packaging capturing how proud Auchentoshan is to be born and raised in the city of Glasgow.

The pack defines the city skyline with a bold design, succinct and clear tasting notes, and a focus on the urban heritage of the whisky.

“Auchentoshan is the urban city single malt whisky, unlike typical single malts. With our three copper stills, located right in the heart of Glasgow, we always pay homage to the city and bring to life the urban cityscape that is our home that we want to take to the world,” Livingston added.

The new look across its range of single malt whiskies will begin rolling out globally from early November.