The new William Grant ‘Triplewood’ whisky bottle has been redesigned with quality, distinction and authenticity in mind for the worldwide relaunch of its whisky range.Ardagh Group has worked with William Grant and design agency, Here Design, to develop a contemporary bottle for the brand’s six whiskies: two triple wood editions and three cask editions.

The new bottle leverages the brand’s existing design assets with a more modern, premium look and feel. The triangle shape is more distinctive with its wider footprint and shorter bottle, enhancing masculine cues. The ‘Stand Fast’ banner embossing on the front and family crest embossing on the back of the bottle are sculpted to achieve more depth and detail.

Speaking about producing the new bottle shape, Ardagh Group product design engineer, Asaf Mahmood, says, “Achieving consistent glass distribution is more challenging with the wider design of the bottle. However, we managed to design and manufacture the new bottles at the same weights as the previous bottle designs, in 70cl, 75cl and 1 litre versions.”

Maria Ropero Ortiz, global brand manager of William Grant says, “The new bottle design is just as we planned for the new range, satisfying our customers’ desire for pared-back contemporary design with some of the flamboyance and quality cues of the previous bottle, creating a positive brand change experience.”