Teachers new travel kit

Teacher’s has revamped its packaging in the travel retail sector in order to draw consumers’ attention to the whisky’s high malt content.

The “smaller, cleaner” front-of-bottle label indicates the 45% malt content, as well as sporting a new logo. The bottle is embossed with the brand emblem and features a plinth-like base, broader shoulders and enhanced headspace.

Beam Global Spirits & Wine director for European travel retail, Gareth Brown, said: “Teacher’s has a rich history in pioneering packaging, from being the first whisky to invent the self-opening bottle without the use of a corkscrew in the 1910s, to inventing the jigger cap in the 1960s.

“Our new pack maintains the very distinct and recognisable trademark shape of Teacher’s but is now bolder and sleeker, while the clarity of the label offers better stand out on-shelf, an important factor, given that passengers have only a limited amount of time to make purchase decisions.”

Marinel FitzSimons, 01.09.2010