Pernod Ricard is relaunching The Glenlivet with an aggressive campaign that includes new packaging, brand identity and advertising.
The packaging aims to promote the company’s heritage and covers the core range, which includes the 12 Year Old, 18 Year Old and the new 15 Year Old French Oak Reserve, which replaces the 12 Year Old Oak Finish.
The company’s Nuggets campaign - a series of full-page adverts which communicate the history and quality of the whisky - will use the strapline ‘The single malt that started it all’.
Pernod Ricard, which bought the brand last year, has won listings for the new 15 Year Old French Oak Reserve in Tesco and Asda.
Adriann Eksteen, head of marketing for whisky, said the immediate aim was to become the leading premium malt in the world and number three in the UK, from its current position of number four by value.