Whyte & Mackay has updated the label for its Scotch whisky-based Glayva liqueur brand.
The worldwide revamp plays into the colour of Glayva, switching the front label from black to orange. The move took effect earlier this month and will be backed by a marketing push called ‘Not Your Usual’.
The activation, which comprises cocktail recipes featuring the brand, will run on Glayva’s Social Media accounts.
“The more descriptive, clearer … labelling has been unveiled in response to market research, which showed consumers loved the taste of Glayva …, however, were initially unsure of what was inside or what it would taste like,” said Whyte & Mackay. “The new look gives consumers clear and enticing flavour detail and is sure to be received positively by both existing and new consumers alike.”
Retaining its 50cl bottle size, Glayva is now available in its new look in the UK off-premise ahead of a wider rollout. According to a brand spokesperson, Glayva’s largest markets are the UK and Canada, followed by Australia, New Zealand and the Benelux countries.
Whyte & Mackay, which also owns the Jura and The Dalmore single malts, was acquired by the Philippines group Emperador for GBP430m [then-US$722.8m] in 2014.
Digesting new flavours and serves after meals – Market Intel
