The new packaging is currently rolling out in markets around the world, including the UK and India, where Teacher’s leads the Scotch category.
The most striking feature of the new packaging is the Scottish thistle embossed above the label.
The thistle emphasises the Scottish provenance of Teacher’s, which is increasingly important for consumers who are looking for brands with an authentic sense of history and heritage.
Scott Gibb, commercial lead for O-I in the UK, said, “Teacher’s is a hugely respected brand and our NPD innovation and manufacturing team have worked closely with Teacher’s to craft this brand-defining new pack.
“The investments we have made into our assets and people at Alloa are instrumental in supplying the sustainable, brand-building glass packaging customers like Teacher’s demand.”
The new design, by Australian agency Landor, gives the familiar book shape bottle a slimmer, more streamlined profile.
Designers at O-I turned Landor’s concepts into a family of three sizes with Roll On Pilfer Proof (ROPP) finishes.
O-I’s narrow neck press and blow technology enables them to make the bottles at the best possible weight 430g for the 70 and 75cl sizes, and 530g for the litre.
Julie Pender, International Marketing Manager, Scotch, Irish & Japanese Whisky at Beam Suntory said, “Our new packaging will reinforce Teacher’s leadership position in key markets like India and Brazil, support its premium Scotch Whisky credentials and extend its appeal to more international legal-age consumers.
“We believe the new packaging will be received positively by consumers who are just starting to experiment with Scotch; they have tried other whiskies and are looking for a more premium choice.”
Delicately embossed lines from the thistle are extended downwards onto the printed label where they are represented in gold ink.
The thick black bar at the base of the old label has been replaced by a gold panel with reversed out cream text.