New packs update: Glencadam rolls out premium refresh, Gü debuts global rebrand, Jacob’s Creek returns with ready-to-gift paptic bag

UK – Glencadam Distillery, one of Scotland’s oldest working distilleries, has revealed updated brand packaging designed to strengthen its premium positioning and elevate storytelling for global audiences.

The refresh follows the distillery’s 200th anniversary and the opening of its first-ever visitor centre in Brechin.

The new design debuts this month across Glencadam 10 Year Old, 15 Year Old, Reserva PX, and a new 17 Year Old Réserve de Calvados cask finish, with the remainder of the portfolio transitioning in the coming weeks.

While the packaging has evolved, the whisky remains unchanged, continuing to be crafted using traditional methods dating back to 1825.

Each tube features clearly presented cask maturation information and tasting notes, supporting decision-making at point of purchase.

Hand-drawn illustrations by Edinburgh-based artist Andrew Davidson, known for work on the Harry Potter book series, depict how the distillery may have looked in 1825, adding heritage depth to a cleaner, more contemporary aesthetic.

The design also reinforces Glencadam’s natural colour and non-chill filtration positioning, with a distinctive waterwheel motif embedded across the identity and embossed detailing around the bottle base.

“This new packaging represents evolution, not reinvention,” said master blender Iain Forteath.

“What has changed is how we tell our story, with a confident new look that celebrates both our heritage and the quality of the exceptional whisky we make.”

Gü targets global growth with a bold redesign

Chilled dessert brand Gü has announced a full global rebrand, rolling out a new platform and refreshed pack design aimed at delivering consistent premium cues across markets.

The redesign comes as the brand approaches 23 years in the UK in 2026, with Gü citing more than £230m (US$310.98m) added to the chilled desserts category over the last three years.

The packaging redesign was led by agency Derek & Eric, supported by Joyful & Triumphant on brand platform strategy. Redesigned packs have already appeared on shelves in the UK.

Jacob’s Creek gifting pack returns to Alko

Jacob’s Creek’s Double Barrel Shiraz has returned to Finland’s state-owned retailer Alko in a ready-to-gift format combining the bottle with a Paptic gift bag.

First introduced in 2021, the solution is positioned as a premium gifting alternative that reduces the need for additional wrapping.

The bag design, created by Packdesign ID, includes customized visuals and special print effects, underscoring how sustainable materials and premium design are increasingly converging in seasonal retail.

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