Speyburn Whisky Unveils Brand Refresh

Speyburn single malt Scotch whisky has unveiled a brand refresh, marking the next exciting chapter for the 126-year-old distillery located in the iconic whisky region of Speyside, Scotland.

As part of a significant investment into the brand, Speyburn has introduced vibrant new packaging across its portfolio with a more premium look. Speyburn’s complete collection will carry the striking new design, initially rolling out across its widely distributed entry and mid-range products before being introduced across higher-aged expressions later this year.

Informed by consumer insight, both Speyburn’s primary and secondary packaging have undergone a refresh to replace the brand’s existing look. The new primary packaging labels highlight the flavour cues of each whisky with embossed labelling for a more premium feel, while Speyburn’s proprietary bottle remains. The distillery’s pagoda-shaped roof is also prominent on both the bottle and outer pack alongside the year Speyburn was founded, 1897, as a nod to the provenance of this iconic distillery.

The secondary packaging, with a bright, eye-catching colour palette, more prominent branding and graphics conveying key flavour attributes, allows for greater visibility on shelf. Illustrations at the bottom of the outer pack capturing the cask finish of each expression along with details of the cask finish story on the rear side of pack are sure to be welcomed by those new to the world of whisky and seasoned whisky enthusiasts alike.

To accompany the new look, Speyburn has also undertaken work on the pack copy, opting for a simpler tone which better communicates Speyburn’s accessible taste profile and makes decision making easier for consumers. The popular Bradan Orach has also been renamed ‘Speyburn Bourbon Cask’, with this new identity believed to better resonate with whisky fans and make it easier for consumers to navigate the brand’s portfolio.

To round off the refreshed collection, the revamp also sees a brand-new expression introduced to Speyburn’s portfolio, ‘Speyburn Rum Cask Finish’. In a first for the brand, Speyburn has rested its Scotch whisky in rum casks, for an innovative take on Speyburn while retaining the accessible flavour profile that this award-winning whisky is renowned for.

Jack Cook-Broussine, Speyburn Brand Manager, said: “We have introduced a complete brand refresh across Speyburn in line with our commitment to invest in this brand. Speyburn has always prioritised simplicity, taste and quality, so we wanted the new packaging and collection to reflect this. Having listened to our consumers, Speyburn’s new look will make it easier for shoppers to understand what we have to offer as well as attracting a new wave of Speyburn fans as we continue to grow this brand in markets around the world.’

Nick Cadbury, Creative Director at threebrand, the design agency behind Speyburn’s new look, commented: ‘The whisky category Speyburn targets is very competitive and has seen a visual transition from more contemporary design plays to attract a less experienced consumer. We aimed to take the core brand DNA and represent it with the right balance of accessibility, provenance and stand out. We’re very excited with the result.’

Speyburn is a classic single malt with a taste profile traditional of the Speyside region. The refresh follows on from the distillery permanently opening its doors to the public for the first time in 2023 as the brand continues to grow and enter new markets.

Ranging in price from £25 to £35, the refreshed Speyburn Bourbon Cask, Speyburn Rum Cask Finish and Speyburn 10 Years Old will be available from 23rd May 2024 in the UK via Amazon, and thereafter, there will be a phased global rollout.