News: A new look for the Antiquary blends

Tomatin distillery decided to give its premium blended scotch brand, The Antiquary, a new look in a move to give it a new lease of life, while still retaining the history and provenance of one of the oldest whisky brands in the market.

The iconic diamond cut bottle remains, however it is in a taller, sleeker, and more sophisticated form.  Pocket Rocket Creative has designed new labels and secondary packaging to highlight the unique shape of the bottle which, aside from the high content of malt whiskies inside, is arguably one of the brand’s biggest selling points.

The Antiquary, along with its 12 year old and 21 year old expressions, is popular in France, Portugal, Russia, Angola, UK and the USA. The new label designs were trialled in Chile in 2014 and will now be rolled out worldwide.

The Antiquary has been around since 1888 and, particularly in the UK, is known as the blend that ‘my grandfather used to drink’”, explains Jennifer Masson, Marketing Manager. “We want to challenge that perception and give this deserving institution a new lease of life. The new packaging will attract a wider, and younger, demographic without distancing our existing customers. The Antiquary is a cut above other blends in the market; with 45% malt content all three expressions are smooth and easy drinking.”

The Antiquary finest
The Antiquary Finest, entry level blend of the Antiquary brand.
(left: old version - right: new version) 

Stephen Bremner, Sales Director, expects to see an upturn in sales as a result of the redesign: “Much like the Tomatin Distillery, the Antiquary brand has been a sleeping giant. With the new packaging I expect to attract new customers in new markets, particularly in South America. We’ve tweaked the recipe for our entry level expression too, to better reflect the original recipe used by the Hardie brothers in 1888, resulting in the smoothest blend in recent years.

The Antiquary 12
(left: old version - right: new version)

Del Sneddon, lead designer on the Antiquary Project said: “The distinctive bottle of The Antiquary with its unique facets has charmed many for decades. We decided to enhance its form further by creating a bespoke label that follows the geometric shape of the front face and also improves standout. More detailing and calligraphy within the label was also added to ‘premiumise’ the design and cleaner typography for the brand name was introduced to bring it up-to-date. The outer cartons proudly depict The Antiquary’s distinguishing contours for ultimate impact.”

The Antiquary 21
The Antiquary 21
(left: old version - right: new version)

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