Whyte & Mackay returns to roots with brand makeovers

Two major pub spirits brands have been repackaged by Whyte & Mackay as it looks to gain a dominant position in the spirits market.

Whyte & Mackay whisky, the number two scotch brand in Scotland, and Vladivar vodka have been radically repackaged as the UK business looks to make a big change in direction.

"A dozen years ago or so we really began to lose touch with our consumer," said Stewart Lawrie, managing director of Whyte & Mackay UK.

"We started looking less at the consumer and more at producing our products easily. "Our new attitude is 'beautiful packaging for beautiful products'."

The new Whyte & Mackay packaging is smaller, perhaps more in line with the designs of the big American whiskies on the market, such as Jack Daniel's, and shouts loudly about its heritage.

"Whyte & Mackay is the biggest whisky in Glasgow and the distillery is an iconic building in Glasgow. I think we also lost touch with that, so our new packaging really reaffirms the link with Glasgow," said Mr Lawrie.

Vladivar has perhaps had the most radical makeover, with the company employing a Belgian graffiti artist to design the new concept.

"For some people the new Vladivar design will be beautiful. For others it will be horrible. But we are OK with that," Mr Lawrie commented.

Both brands are currently available but will not be supported with marketing and advertising until August 1.

Whyte & Mackay is now under the ownership of South African businessman Vivian Imerman - another investor is Robert Tchenguiz - who two years ago set about restructuring the business with the appointment of Mr Lawrie.

"We are about creating global brands but ensuring we don't lose touch with the UK business," Mr Lawrie said.