Hunter Luxury has partnered with the renowned single malt Scotch whisky distiller The Glenlivet to produce a stunning pack and display case for The Glenlivet 40 Year Old – the oldest permanent expression to date from the historic distillery.
The pack consists of a striking brushed copper-finished cylinder featuring delicate engraved details, an elegant teal band complete with patina-finished commemorative coin, and an innovative spring-loaded twist-open lid. Together, each design element is precisely engineered to create a refined tactile experience, that resonates with consumers long after the initial unboxing experience is over.
Winning the King’s favour
The first evidence of Scotch whisky production dates back to the 15th Century. And, for almost all of those 600 years, it has been defined by the constant push-pull between innovation and tradition.
The historic distillation techniques that have been passed down through the generations are largely the same as ever. Distillation still relies on barley being malted, milled, and mashed with pure spring water. It still needs to be fermented before being put through a copper still. And it still needs to be left in a cask for as long as it takes – during which time, the ‘angel’s share’ will always be lost, evaporated, and never to be tasted.
But this time-honoured process has been complemented by new innovations over the years. Different grains and malting techniques can create new flavour profiles, while using different casks from around the world can also transform this traditional spirit in new and exciting ways. A bourbon cask from the USA provides a completely different character to a rum cask from the Caribbean, for example. And the whisky market itself has completely transformed, with premium expressions such as The Glenlivet’s Twelve Elements now traded using the blockchain.
Our latest collaboration with The Glenlivet posed an interesting challenge in terms of packaging design. How do you capture all of the whisky industry’s storied heritage and its many disruptive innovations in a single packaging solution? After all, without this spirit of disruption, The Glenlivet brand would likely not exist at all. Its founder, George Smith, began his career as an illicit distiller in the remote Livet valley, where he had the freedom and time to perfect his craft away from the long arm of the law.
Illegal it may have been, but the resulting whisky became a favourite of King George IV, who reportedly sought out a dram of Glenlivet on a state visit to Scotland in 1822. This may have played a role in the passing of the Excise Act, which made it possible to set up legal distilleries by acquiring a licence. And the first person in Scotland to acquire a licence was one George Smith. This news was poorly received by the many illegal distillers in the country, who made Smith a marked man. His response came in the form of a pair of flintlock pistols, which he carried with him at all times, and which became an enduring symbol of The Glenlivet’s remarkable story, featuring in much of its branding to this day.
Leveraging a unique history
As Paul Hamilton, Head of Sales & Marketing at Hunter Luxury explains, our mission for The Glenlivet 40 Year Old project was to produce a pack that captured the swashbuckling story of The Glenlivet while also paying tribute to the rich history of whisky. “Few brands are lucky enough to have a history as colourful as The Glenlivet,” he says. “It’s a story of a pioneer and a pair of pistols - an outlaw who won the favour of the King with his courage and talent. You couldn’t write a better story, which makes it a mouthwatering challenge for our team who pride themselves on telling brand stories through packaging.
“As ever, what separates good packaging from great packaging – and great packaging from Hunter Luxury packaging – is all about the detail. Teasing out those design attributes that truly make a difference involves close collaboration between all parties – for this project, ourselves, the team at The Glenlivet, and their design agency JDO Global, who presented us with the initial concept and brief.”
The brief required an instantly iconic presentation piece that was worthy of being the centrepiece of any whisky cabinet. It had to tap into the remarkable history of The Glenlivet while remaining relevant for modern consumers – essentially, it had to be timeless.
“That ‘timeless’ requirement came through in more ways than one,” says Paul. “Not only does the final product have to look timeless, but it also has to be functional enough to withstand repeated use. This helps ensure the product retains a premium look long after the initial purchase is made.”
This approach extended to the pack’s opening mechanism, for which we developed a unique spring-loaded twisting lid. This mechanism was precision engineered to be robust enough to cope with repeated use, while also providing users with a simple, satisfying, and elevated unboxing experience.
A carefully crafted story
The concept made heavy use of copper, calling to mind the classic copper stills used in whisky distilleries throughout the decades. To deliver a premium aesthetic that was durable enough to last, we developed an anodised aluminium design that was finished with brushed copper. In addition to providing the required levels of durability and corrosion resistance, this also ensures the pack can be recycled if the consumer wishes to dispose of it. “In every end-of-life scenario, whether the pack is kept as a statement display piece or recycled, we have tried to ensure its impact on the environment is minimised,” adds Paul.
The gleaming copper body is tied to The Glenlivet’s brand identity through a teal-coloured metallic band inlaid into the bottom portion of the pack. The curved shape of the band reflects the sweeping natural curves of the River Livet – as does the teal colour, which calls to mind the distinctive colouration of aged, oxidised copper. These contrasting colours and the gentle curved shape are motifs that appear throughout The Glenlivet’s branding, paying tribute to the history of the brand and the broader whisky industry.
Inside the band sits a patina-coated commemorative coin featuring the face of George Smith as a more overt celebration of The Glenlivet’s legacy. This marks the front of the piece, which is simply engraved with The Glenlivet logo and the whisky’s age, while the rear of the pack is adorned with precisely engraved text that outlines the colourful 200-year history of the distillery.
“We wanted to leverage the unique story of The Glenlivet to create a pack like no other,” said Paul. “Every element of the pack’s design is a tribute to this story, from the engraved text to some of the more subtle design features. It exemplifies the kind of attention to detail that is our trademark, combining a deep understanding of our customers’ heritage with cutting-edge, market-leading design and production capabilities.”
Just as whisky is a result of a blend of several key elements, The Glenlivet 40 Year Old pack is a triumphant combination of the brand’s heritage and Hunter Luxury’s innovation capabilities. “By merging functionality, sustainability, and hyper-luxe appeal, it sets a new benchmark for innovation in luxury packaging,” concludes Paul.
This is a pack made to be cherished long after the whisky has been enjoyed, meaning The Glenlivet’s 200-year story will continue to be told long into the future. That’s the difference between industry leaders and followers – and it’s the difference between great packaging and Hunter Luxury packaging.
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