10th May, 2013 by Andy Young

Islay single malt whisky, Laphroaig, has unveiled new packaging for its range to be rolled out this month.

The new packaging is meant to reflect the brand’s history and make it easier for consumers to find their preferred expression.

The old icon of the Laphroaig distillery beside the Islay bay remains the focal point of the tube packaging.

Michael Cockram, senior global marketing director for Beam Inc., said: “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 new packaging was designed with feedback from the Friends of Laphroaig community.

“After listening to consumer feedback, we believe this redesign will bring greater visibility and appeal, providing a more defined brand personality that resonates with our fans.”

The packaging will debut to begin with in the US, UK, Germany, Sweden, Australia and Japan