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Last Updated: Friday, 17 August 2007, 07:09 GMT 08:09 UK
New look for famous Scotch dram
Glenmorangie bottles
The packaging has been redesigned for an international market
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.

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".

"This is a great time for us to be investing in Glenmorangie, an iconic Scottish brand," he said.

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.

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.

Earlier this year, Diageo, which makes Johnnie Walker, built a new 100m distillery and Bacardi is planning to spend 120m on its Dewars brand.




SEE ALSO
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04 Apr 07 |  Business
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04 Jul 07 |  Scotland
Glenmorangie snapped up for 300m
20 Oct 04 |  Business
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09 Mar 04 |  Scotland

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