Media

Date:  18 August 2008

Repackaging Revitalises The Famous Grouse Gold Case Study

Background
For The Edrington Group, as the brand owner, it is important for The Famous Grouse brand to capitalise on opportunities within the global spirits market.  Research undertaken showed a growing demand for a premium expression of The Famous Grouse in key Southern European markets.  Previously, The Famous Grouse Gold, had shown success in these markets, and whilst the liquid itself was still perfectly matched to consumer taste profiles, it was felt that the packaging lagged behind the premium image of the brand.  Therefore, The Famous Grouse Gold Reserve 12 Years was repackaged and relaunched to appeal to the premium whisky drinker in Greece.

The Project
This was an exciting project for Allied Glass and The Edrington Group, which required a collaborative approach between the in market distributor, W.S. Karoulias, and The Famous Grouse Marketing team.  This reflected the 'Naturally Unconventional' essence that lies at the heart of the brand, as in general, brand owners tend to wholly control the design process.  This collaboration meant that in-depth market insight on the target consumer, a greater understanding of the ideal design parameter and a detailed view of the current competitor activity was acquired and applied to the briefing process.  Furthermore, this insight identified a key need for a highly visible and ergonomically shaped bottle that could be easily recogniseable.

The Design
With regard to the design, this was a challenging bottle, that required the application of the latest 3d-design technology.  The use of this new technology not only allowed for optimal design solutions to be shown to the locally based brand team, but also facilitated their collaboration with the in-market distribution team.  Visualisation of the proposed design solution overcame all communication challenges and expediated the design process.

As it is heavily embossed, the bottle was designed without a part-line down the front panel, allowing the mould to open during production.  This was essential in order to incorporate the intricate embossing on the front and back panels, and also within the finger grips on the side of the bottle.  Both of which contributed to the overall success of the packaging as they fulfilled the key needs identified by the trade for ease of use and individuality.

The Package
The resultant bottle solution is something that brand owner, the in-market distributor and Allied Glass are extremely proud of.  The use of the latest technology has facilitated the design of a technically challenging bottle and assisted in a successful collaboration between the brand owner and in-market distribution team.

Since the launch of the repackaged Famous Grouse Gold Reserve, there has been a positive impact on sales in Greece, depletions showing a marked increase in comparison to the same period last year.  Everyone involved in the project is delighted with the end results and is looking forward to continued success.