Morrison Bowmore Distillers has relaunched its Auchentoshan brand with a suite of new packaging designed by Breeze Creative.

The agency has radically redesigned the Auchentoshan range which was in its previous guise for around 12 years.

The new packaging, plus a range of additional expressions, have also been developed with a view to inspiring a new and younger audience of emerging malt consumers whilst retaining its current consumer.

The packaging has been given a sleek, more contemporary and urban look, with its glass embellishment and embossed textured papers and boards. The pearlised packaging, unique bottle shape and use of tone will give the brand increased presence in the international on and off trade.

This launch coincides with the start of a £500,000 investment to enhance the Auchentoshan Distillery Visitor Centre in Glasgow.