Bell's relaunches Special Reserve

Diageo is to launch a new-look bottle for its Special Reserve variant of Bell's in February in a bid to re-position the brand as a trade-up for blended Scotch whisky drinkers.

The new bottle for Bell's Special Reserve has been designed to mimic malt whisky bottles in its shape and label design. It also features an image of creator Arthur Bell, added to the Bell's Original bottle in September 2007.

The product itself is a blend of malt whiskies, centred around the signature Bell's malts of Blair Athol, Inchgower, Dufftown, Glenkinchie, and Caol Ila.

Bell's Special Reserve, which was first launched in 2005, will benefit from the £2m investment planned for the Bell's brand in the first half of 2009.

Diageo whisky brand director James Pennefather said: "The newly designed Bell's Special Reserve is a great option for regular customers who are looking for something a little more special and it provides an accessible way to trade up to a more premium blend with a brand they can trust.

"For licensees, the more premium price tag that applies to a premium brand should also mean additional profit."