Ian Macleod Distillers has refreshed its Edinburgh Gin collection with new packaging, which will be available in GTR from January 2024. The rebrand aims to communicate the brand’s ‘Filled with Wonder’ positioning and showcase the individual personality of each premium gin.

New designs, intended to improve shelf stand-out and differentiate the portfolio segments, replace the previous EG logo. They incorporate hand-drawn illustrations which represent the different gin flavours and natural botanicals.

Other key elements include a cobbled pattern, which references the streets of Edinburgh, a foiled coloured border, and a unique capsule for each flavour.

The new Edinburgh Gin bottle has moved to 49% recycled glass content for all formats, with a commitment to increase this as glassmaking technology allows. In line with the brand’s sustainability commitment, its packaging now incorporates recyclable aluminium capsules, and fully recyclable FSC-certified paper labels.

These labels include a market-specific QR code which links to further recycling information. All secondary packaging has been removed across the core range.

“We were thrilled to introduce this stylish new packaging to customers at Cannes – the first full brand re-pack since Ian Macleod Distillers acquired Edinburgh Gin in 2016,” noted Ian Macleod Distillers Global Travel Retail Director William Ovens.

“The new labels reflect our vision of expertly distilled premium gins and the packaging takes drinkers on a tale of wonder. The redesign also creates clarity across the portfolio and supports our environmental impact goals – we are on a journey to achieve net zero.”

He added: “Our new design received very positive feedback from trade visitors at TFWA Cannes, who also loved our new full-strength flavour, Strawberry & Pink Peppercorn, which will be available throughout travel retail from December.

“Global travel retail is Edinburgh Gin’s second biggest market and we look forward to introducing the new packaging to consumers in travel retail stores throughout the world when we launch early in 2024.”

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