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| Version 2 | Version 3 |
|---|---|
| New look for famous Scotch dram | New look for famous Scotch dram |
| (about 2 hours later) | |
| One of Scotland's best-known malt whiskies has been given a makeover to try to increase worldwide sales. | One of Scotland's best-known malt whiskies has been given a makeover to try to increase worldwide sales. |
| Glenmorangie, which has been distilled in Tain since 1843, said the new branding was an attempt to capture a larger portion of the global market. | Glenmorangie, which has been distilled in Tain since 1843, said the new branding was an attempt to capture a larger portion of the global market. |
| A new bottling plant has been built in Broxburn, West Lothian, to handle the change to a cognac-style bottle shape. | A new bottling plant has been built in Broxburn, West Lothian, to handle the change to a cognac-style bottle shape. |
| The new range will be on sale from September. Chief executive Paul Neep described the brand as "stylish". | The new range will be on sale from September. Chief executive Paul Neep described the brand as "stylish". |
| "This is a great time for us to be investing in Glenmorangie, an iconic Scottish brand," he said. | "This is a great time for us to be investing in Glenmorangie, an iconic Scottish brand," he said. |
| French connection | French connection |
| A new emblem called the "Signet" will feature on all bottles and packaging, inspired by an ancient Pictish standing stone originally located on the estate of Glenmorangie House. | A new emblem called the "Signet" will feature on all bottles and packaging, inspired by an ancient Pictish standing stone originally located on the estate of Glenmorangie House. |
| The image is being introduced by French owners LVMH - associated with Dom Perignon and Louis Vuitton - which wants to market Glenmorangie as a luxury brand. | The image is being introduced by French owners LVMH - associated with Dom Perignon and Louis Vuitton - which wants to market Glenmorangie as a luxury brand. |
| LVMH is trying to capitalise on lucrative foreign markets such as China and India - demand from which has sparked a new round of investment in the whisky industry. | LVMH is trying to capitalise on lucrative foreign markets such as China and India - demand from which has sparked a new round of investment in the whisky industry. |
| Earlier this year, Diageo, which makes Johnnie Walker, built a new £100m distillery and Bacardi is planning to spend £120m on its Dewars brand. |