The Harvey Nichols English Whisky is Limited-Edition
Michael Hemsworth — January 6, 2020 — Marketing
References: harveynichols & thespiritsbusiness
The Harvey Nichols English Whisky has been created in partnership with The English Whisky Company as a new libation that's sure to satisfy consumers seeking out a premium libation with a high-end profile. The liquor has been peated to a 38ppm (phenol parts per million) level and matured for a full 12 years in a first-fill Pinot Noir cask from Burgundy with a 250-liter capacity. The product is bottled at 51% ABV and boasts notes of toasted nuts, dried fruit, sesame seeds, dark chocolate, Christmas spices and smoked chilis.
The packaging design is the work of the Smith &+ Village creative agency and is part of it’s ongoing reimagining of Harvey Nichols’ own-brand food and drink range to behave more like a fashion and lifestyle brand. The HN monogram is observed in a resized and repeated format to create a striking geometric pattern, appealing to tastemakers and fashion mavens, and is irresistibly sharable both online and IRL.
Harvey Nichols Spirit Buyer Nick Bell spoke on the Harvey Nichols English Whisky saying, "We are incredibly excited to launch our first ever own label English whisky. Possibly the oldest English whisky on the market, we have been eagerly waiting to launch it into stores since I helped bottle it last month. Yielding just 280 bottles, this single barrel whisky was distilled in 2007 and cannot be reproduced, making it a real rarity.”
The packaging design is the work of the Smith &+ Village creative agency and is part of it’s ongoing reimagining of Harvey Nichols’ own-brand food and drink range to behave more like a fashion and lifestyle brand. The HN monogram is observed in a resized and repeated format to create a striking geometric pattern, appealing to tastemakers and fashion mavens, and is irresistibly sharable both online and IRL.
Harvey Nichols Spirit Buyer Nick Bell spoke on the Harvey Nichols English Whisky saying, "We are incredibly excited to launch our first ever own label English whisky. Possibly the oldest English whisky on the market, we have been eagerly waiting to launch it into stores since I helped bottle it last month. Yielding just 280 bottles, this single barrel whisky was distilled in 2007 and cannot be reproduced, making it a real rarity.”
Trend Themes
1. Premium Whisky - Opportunity for high-end retailers to create limited-edition premium whiskies in partnership with distilleries.
2. Creative Packaging Design - Disruptive innovation opportunity for creative agencies to design packaging that transforms food and drink products into fashion and lifestyle brands.
3. Craft Beverages - Rise in popularity of craft beverages, such as English whisky, showcasing unique flavors and limited production runs.
Industry Implications
1. Retail - Retailers can capitalize on the high-end whisky trend by curating a selection of limited-edition premium whiskies for discerning customers.
2. Creative Agency - Creative agencies specializing in packaging design have an opportunity to reimagine food and drink brands, transforming them into fashion and lifestyle products.
3. Craft Distillery - Craft distilleries can leverage the demand for unique and limited-edition beverages by collaborating with high-end retailers to create exclusive whiskies.
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