BenRiach, Brand Innovation


BenRiach is a distillery set in the heart of Speyside. They’ve been producing premium quality single malt Scotch whisky since 1898. They were looking to transform their range to give the brand a much stronger appeal domestically and internationally. They were also looking for a stronger presence in specialist liquor stores, whisky bars and also within the lucrative airport duty-free market.

THE LOFT’s decision to radically re-design each expression, giving it a more contemporary feel helped to give BenRiach a much more premium edge to what they were doing and ultimately transform the entire perception of the brand in the minds of customers. We pushed the limits of what was possible creatively with each packaging design – this included with colours, inks, paper and printing techniques. THE LOFT worked closely with BenRiach for over 5 years, in that time, a full range of new expressions were produced whilst additional marketing support was provided to the organisation throughout.

“The BenRiach 10 years old is a key new launch for us as it marks a significant milestone – it is the first core range expression to be created predominantly from whiskies distilled at BenRiach since we took over in 2004. For this reason, we were looking for a striking new packaging design to reflect this important moment in the distillery’s history. We are delighted with the final result.”

Nicol Van Rijbroek, Marketing Manager of BenRiach Distillery

“For the BenRiach Cask Strength, the organisation was looking for something that was bold, imaginative and would take the brand and the range to the next level. We are delighted with the final outcome as well as the service provided by the loft.”

Louise Seaward, Global Innovation Manager, Brown Forman

Services Used
Marketing Support, Packaging Design & Graphic Design.