O-I has supplied a black glass bottle for the launch of a commemorative Cutty Sark Prohibition Edition blended Scotch whisky in the US.
Continuing its product development partnership with Cutty Sark brand owner Edrington Group, Owens-Illinois utilised the technology it had already installed at its plant in Alloa, Scotland during the development of Edrington’s Black Grouse Alpha Edition whisky.
Despite this cost-saving approach, according to O-I the associated packaging cost for a black glass bottle was “still a challenge” on a $30 whisky.
So O-I and Edrington rationalised the options by utilising the same bottle shape, cork and capsule that were already in production for the Cutty Sark Storm extension, following a redesign of the main Cutty Sark range.
“As we continue to invest in creating more premium and sustainable options for our spirits customers, Edrington uses these facilities and our expertise to produce highly desirable packaging for the added value lines in its ranges,” says Paul McLavin, marketing manager North-West Europe for O-I.
Edrington took its inspiration for the black Prohibition Edition bottle with a white label from TV shows such as Boardwalk Empire and Mad Men.
According to Jason Craig, brand director for Cutty Sark, consumer research with the new bottle in the US has shown that “people say it looks bigger, seems more premium, feels a bit special”, that it is “a premium shot”, and that the cork seal also reflects the tradition of the time.
To augment the impression given by the large 750ml size and to emphasise Cutty Sark Prohibition Edition’s authenticity, O-I has embossed ‘Since 1923’ underneath the front label, and ‘The Real McCoy’ above it – a reference to the notorious Captain William McCoy, who smuggled the brand into the USA and whose reputation gave rise to Cutty Sark being referred to as ‘the real McCoy’.
The label itself, designed by Mountain Creative, features the familiar Cutty Sark clipper image, but rendered simply in black ink on cream paper, as another nod towards the brand’s 1920s heritage.
Edrington’s initial orders for Cutty Sark Prohibition Edition in the US have been matched by demand from other markets, the distiller says, and the brand is launching in six countries, including the UK, in both 700ml and 750ml sizes. The company predicts it will be shipping up to 15,000 cases within three years.
