At TFWA Cannes 2023, Ian Macleod Distillers has unveiled a global brand refresh of its Edinburgh Gin, including bespoke new packaging.
The new design to both the dry and flavoured ranges has replaced the EG logo in favour of Edinburgh Gin, with the aim of improving its shelf presence and creating global recognition to the name Edinburgh Gin. The new packaging will be available in Global Travel Retail stores from the end of January 2024.
The label features a cobbled pattern to represent the streets of Edinburgh, with each liquer design now featuring a foiled coloured border and unique capsule per flavour. The new bespoke bottle, meanwhile, features an embossed brand marque and has moved to 49% recycled glass across all formats. The move to recycled glass continues the brand’s sustainability journey, with the label also including a QR code linking to recycling information to further exemplify its sustainability messaging.
Ian Macleod Distillers GTR director William Ovens commented: “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. 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. 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.