Guinness UDV unveils new look for Bell's

GuinnessUDV has unveiled a new look bottle for its flagship Bell's Scotch Whisky brand.

The new look packaging (pictured)​, which will be available from March, is aimed at attracting traditional whisky drinkers and follows a £1m investment in consumer research and development. The neck label and picture of the bridge has been removed and the brand's bell logo has been made more prominent.

"It's nearly five years since our last change and from the research we've done with our consumers, we felt that it was time to make the bottle design more contemporary and distinctive. We have made the pack more relevant to our consumers," said Tamas Fodor, marketing manager at Bell's.

"It looks a lot cleaner and shows a lot more of the liquid inside which is something we're very proud of. We have a range of activities in place for Bell's, but the bottle is our most direct and frequent interface with consumers so it has to be engaging, relevant and motivating."

In addition to the new look bottle, Bell's has earmarked a number of marketing activities for 2002. The "It's all in the blend" TV advertising campaign, starring Jools Holland, will continue while the brand has recently renewed its sponsorship of the Scottish Football League.

Mr Fodor added that GuinnessUDV will also be continuing to urge licensees to upgrade from a 25ml to a 35ml measure as part of the company's "Perfect Serve" initiative.

Bell's is currently the number two blended scotch whisky brand, behind Famous Grouse, in an on-trade market showing minimal annual growth.