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Updated spirits packaging blends heritage with modernity

Buchanan’s Scotch whisky bottle gets a facelift, retaining those design elements that speak to the brand’s legacy, while adding touches that convey a premium product.

Buchanan’s DeLuxe, Special Reserve, and Master whiskies
Buchanan’s DeLuxe, Special Reserve, and Master whiskies

For the first time in more than two decades, Buchanan’s has redesigned the packaging for three of its Scotch whisky products to propel the brand into the future with a more modern look, while also paying homage to its long history.

Says Brian Cox, Director, Scotch Whisky North America at Diageo, Buchanan’s parent company, “Buchanan’s represents more than 100 years of authentic heritage, starting with James Buchanan, who set the tone for a brand driven by quality, legacy, and vision. Buchanan’s packaging hadn’t been updated in 23 years, so it was redesigned to reflect the brand’s elevated premium quality and style cues.”

Among the packaging elements retained for the DeLuxe, Master, and Special Reserve whiskies is the shape of the glass bottle, which resembles the water canteens used during World War I. However, the shape has been contemporized to “bridge the past, present, and future,” says Cox. Bottle colors are inspired by the brand’s Scottish heritage, specifically by the greens found in the rolling hills as well as the amber hue of whisky.

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