ralfy review 851 Extras - Why Single malts get rebrand and repackaged.

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[@RebMordechaiReviews]

Transcript of meeting between Benromach marketing and Bottle designers. *Marketing guy:* “OK guys, we have one of the most distinctive packages and bottles on the market. Our brass coloured boxes and hand written style Benromach name stands out on the shelf and is instantly recognisable from the other side of the shop. The package artwork is absolutely unique and looks like someone has personally added in a white marker pen, little details about the whisky, transmitting an image that this is a high quality, small batch, craft artisan product. Now, these are our requirements for the new bottle. Because the name Benromach is so kitschy and generic, as well as often being confused with BenRiach, a nearby distillery, the first thing we want is a bottle that looks similar to BenRiach’s old bottle style. The next thing we want is a label that has no unique symbol whatsoever, artwork or anything which makes it stand out on the shelf or be identified as a specific brand. In this way, all the potential buyers will see is our generic name “Benromach” in plane red on a plain beige background, so that it looks more like a Supermarket own brand label than the supermarket bottlings. Something like the “Ben Bracken” bottle or “Glen Orrin” or “Glen Marnoch” or Glen Fohdry.” *Bottle Designer:* “Oh, I get it. You want a branding and label so utterly bland, generic and forgettable, that everyone will instantly recognise it as Benromach! Reverse Psychology. Brilliant! I believe we have a design which was rejected by Sainsbury’s for being even too generic for them. It will be perfect. I’ll get on to that right away. Just checking, are you sure you don't want any symbols, like a dear's head, thistle, a barrel, a Scottish flag, tartan...?" *Marketing guy* ”What did I say? The campaign keywords are Bland, plain, ubiquitous, faceless and utterly forgettable.. Got it?"

[@judgeholden849]

Have you seen the Benriach rebrand? It looks just almost identical to this Benromach

[@RebMordechaiReviews]

@@judgeholden849 As far as the label is concerned, yes, I agree. BENRIACH written in a massive size, in a standard font, all capital letters, The age statement below, large size and centred. The crazy thing is that BENRIACH used to be instantly recognisable by two distinct things. 1. The name was written in a very distinctive way, ie BenRiach, and 2. its bottle shape was unique and could be identified from afar. Now they have got rid of both these things. The packaging again has become generic. Unremarkable label and what looks like an Aberlour style canister. Nothing stands out, nothing is memorable. In my opinion, a rebranding train wreck. But, perhaps we are seeing a rebranding theme here in Scotland? When all the New Would whiskies are desperately looking for strange new bottling shapes, weird fonts and wacky artwork, in order to stand out, Scottish distilleries are going for the bland.

[@judgeholden849]

@@RebMordechaiReviews yea, it is definitely a trend, I only dove into scotch this last year, so I can't say who started it, but a lot of definitely following suit. I know Deanston did this a few years back, and had a lot of success since, perhaps other brands are chasing that. Regardless, I don't find the deliberately minimalist, Impact text name at the top, plain smaller font and age statement below style impressive at all. It isn't refined or understated, like say Macallin, it is just lazy, and as you said, bland. It also has a stench of hipsterdom to it, I am not sure if where you are you'd be familiar with the reference, but in America there is a huge trend of millenial yuppies gentrifying crappy areas of cities in order to little enclaves of boutique bars and cafes, and wherever they do so, New York, Florida, Tennessee, they always replicate the same pretentiously minimalist or self-aware rustic aesthetic... the sort of places people who make 30k a year and have 3 roomates spend 25 dollars to be served avocado toast by ironically-tattood marketing student in overalls. That is the aesthetic this deconstructed branding reminds me of, like that is in actuallity who is behind it/they are catering to. Like this bottle is designed to be sat on brushed steel shelf made out of faux-exposed piping or something.

[@welshtoro3256]

Excellent post and I completely agree. Most of the bullshit in the whisky world is just water off a duck's back for me these days but this development, with this particular distillery, is actually quite upsetting.

[@Matt-gf4gd]

Well... I hope that designer got a raise. They nailed it.

[@robertsnare1411]

When Benromach announced their rebranding, they went to great pains, on social media, to say that the content had not been changed at all. I was very sceptical about that, there was a definite element of ‘they doth protest too much. I visited the distillery about 4 years ago, and tasted their range. I loved the fact that it was an ‘old style’ whisky, (something they were proud to state themselves). In particular I liked that they had the foresight to bottle an old style malt, in a modern bottle with distinctive labelling. The rebranding disappoints me greatly, I think they were wrong. It now just looks like ‘just another malt whisky’, as you state, the costs will have been huge but, on this occasion, I very much doubt the research done. The marketing company brought in would never turnaround after their ‘research’ and said “everything is fine, don’t change a thing”, as this would have drastically reduced their ‘return’ from the commission. I’m afraid that this rebranding is likely to reduce, rather than enhance Benromach’s sales. But, if you call in a marketing and market research business to look at your brand, there are certainly no guarantees that their ideas will work for you. I really think Benromach have been ‘suckered’ into poor rebranding exercise that will not have the desired effect and, if the contents of the bottles has changed, then sales could well decline.

[@danhammer106]

Couldn't say it better mate! 100% accurate (and the new bottle still reminds me of Southern Comfort)

[@FirstPhilWhisky]

Just found this tweet from Benromach earlier this year: "The new writing style is taken from the old hand-painted signage on our pagoda roof. There are beautiful subtleties to the handcrafted lettering that make it unique to us. It's characteristics of our heritage such as this which have inspired the new look."

[@stevenc.2331]

That’s the first thing I noticed when I saw the new logo! (Yet everyone seems to be ignoring that fact and just go with the “it looks like a vodka brand”)

[@willemkilian9563]

There are a lot of 'consumers' who only think that whisky is good if it's "smooth". We will have to hope that distilleries who still cater to the more niché markets of discerning customers will continue to do so and survive. It's up to us malt-mates of course!

[@macallanfinerare2552]

For me the "need" for rebranding is mostly a disease of marketing departments. Most of them do not create any value, they just change things for the sake of change. I strongly prefer the old version! Whisky is a conservative product, so treat it that way, please.

[@welshtoro3256]

Completely agree my friend. The old style was a design classic. WTF are they thinking? They just look like any old brand now.

[@sav7568]

When you are in the marketing department you have to change things. If not, then why do you exist ? How long would any of them last if they said " The label looks great. Leave it alone. "

[@DonnerPassWhisky]

So true, this is very annoying for me in software and operating systems. Having figure out how to do the same thing because everything has changed.

[@alexk3088]

I also agree. And this is precisely why it'd be cheaper to just pay the "marketing" slice of budget to the master distiller and crew. Having a full time "marketing department" will inevitably result in heraldics and superficialities being prioritized over quality. I doubt I'll ever buy the new Highland Park for those reasons. If someone was daft enough to waste money on those designs, what other daft decisions did they make?

[@macallanfinerare2552]

@@sav7568 When you are in a marketing department, you have to create value. As any department in a company should do. Maltmate "K C" wrote on patreon: "...the suggestion to change things up generally starts as a brainfart from the exec team." Fully agree! I am a marketing, sales and pricing inhouse consultant and creating value is what I teach in my trainings and projects. But I am fully aware that this is not how many marketers think and act. Please check out the book "Bullshit Jobs" by Prof. David Graeber... 😁

[@FirstPhilWhisky]

Agree Ralfy. Thanks for the informative video! Only thing I would add is that a lot of whisky fans like to have a place in their house where they can invite people around and show off their shelf of whisky. So a good looking bottle can be quite important (I really like Arran's new design for example). It's a bit like people who have a bookcase full of books in their lounge. In plays a bigger role that just what's inside them.

[@weichen7261]

if more people are buying online, “outstanding” design won’t work much when the bottles are not lining up on the shelf. Agree, not a very wise idea to ruin the old brand and rebrand. Perhaps a better alternative would be introducing new lines/series (with new designs) and keeping the old brand if their marketing department are really desperate to try something “new”. Ralfy you are a wiseman to see this.

[@sowlegwhiskyreview5501]

These extra talks are one of the very best things to happen on youtube - thanks :)

[@BDCF100]

Amen, I was a big Highland Park fan 20 years ago. Now they don't seem to be the same (probably my tastes ahave changed?). But I long for the old bottle label not the glammed up weird Viking specials with GOT themes.

[@rasklaat2]

You're right. HP 12 started to go down two years before changing the design to this viking crap.

[@zaphodbeeblebrox9109]

Nope, you're right, they are not the same. The 12 year old is dross in my opinion now, huge drop in quality. And the 18 priced at North of 100 quid is insane in my book. I have officially moved away from Highland Park, which was difficult for me to do and accept. However, glenfarclas and springbank are still flying the flag for affordability and quality.

[@craig_z]

I scrolled down to the comments to write exactly the same thing as you wrote.

[@dgunnut6550]

It’s funny that they went from what I see as a more modern label to one that looks more classic. When I was in the store recently and I saw both types I thought the red on white label was the older one. I picked up the Benromach 15 yr. with the new label, which I prefer, and have found it to be a very tasty and complex dram!

[@manuelnaranjo3255]

Ralfy, try the Carmenere from Luis Felipe Edwards, Chile. Got the 2014 Reserva as a gift. I had a big smile on my face when you said, the Mortlach of wines. On spot, Bulls Eye, Treffer-versenkt.

[@AndyCigars]

Benromach - "They said we could be anything...so we rebranded to look like a vodka bottle." XD

[@AttackTheHills]

I actually prefer the new label design, and I certainly understand why they changed from the old design. Those squiggly lines were hard to read, and younger people not used to cursive may simply not be able to decipher it says "Benromach" instead of "Beugomalh". And the white writing on the top of the bottle were pretending to be handwriting casually applied to each bottle, something I find somewhat pretentious when I see that on a mass produced product. There was also a strong element of "sameness" of their entire series when I looked at it in my local whisky store (that promotes Benromach a lot). It was hard at any distance to distinguish between the standard 10 year old or the CS edition or the 15 year old. The new design makes it much easier see the difference between editions. (I have only seen the new 10 and 15 year old designs though). I also find the new Benromach design very low key and discreetly traditional with its red writing on a white label, compared to eg. the new Springbank designs with its orange, green and purple colours and big logo. I actually like the new Springbank design too and just bought the orange 10 year old, but its design is very modern in its use of colours.

[@alexk3088]

Catering to young people who can't read cursive is the very definition of "dumbing down".

[@hisnakedness]

Fascinating it is the world of branding. Cheers Ralphy, enjoyed that one

[@Alex-pr6zv]

Whenever I enter a whisky store, the first bottles that come out to meet me are the orange and green Springsbanks.

[@shugaroony]

We did moan about Springbanks rebranding if I remember too, but thankfully the product inside the bottle is the same and we aren't charged an arm and a leg for it, unlike Old Pulteney charging an extra £40 for an extra year when they rebranded. I really hope Benromach hasn't changed the Imperial Proof version, I'll be gutted if they have; we already had to make do with that going NAS, and now this!

[@mattahm6438]

Looks like the rebranding, and especially the fact that they choosed a smaller botte, goes in your direction Ralfy, a more "richly, rounded flavor profile". I'm pretty sure, the shape of the bottle does also suggest the customer/consumer about the flavor profile of the whisky. For example, the elegant shape of Glenmorangie suggest an elegant whisky, while the stubby bottle of Kilchoman promises you a more full-bodied and artisanal whisky. The same way, the colored bottles suggest also a richer flavor profile while transparent bottles with a light golden whisky suggest a fresher flavor profile.

[@davidfaingold1874]

Spot on Ralfy. Your analysis is succinct and accurate.

[@dane5896]

I like the old branding.

[@nairbjc]

Maybe they changed the packaging because kids today have trouble reading cursive writing. I loved the label and bottle and the box it came in. The colors and writings on the bottle and label were really nice. Loved the boxes as well. I will now be buying all that I can find of the old label.

[@secordman]

I wasn't familiar with Benromach so I thought the one on the left was the new one! I liked the more conservative look on the right. But if you're used to one look then a branding change can backfire. Very interesting topic.

[@tomaszstruszczyk]

I think Bunnahabhain is a good example of successful rebranding. I mean of course it's a matter of individual taste, but still you can stand old and new bottle side by side and have a hard time to tell which one is "better". I mean among the malt mates ;) You might say - old is oldschool, new is contemporary, but both presentations are good. Whereas I haven't heard any good word about Benromach new bottle among the malt mates, cause it's simply boring supermarket bottle now, and it's definately not the malt mates world...

[@FanOMisery]

Have to say that the new bottle looks much better IMO. The old bottle looks like a bad Californian wine

[@robhalford92]

100% agree! I went out of my way to get the new design when buying my first bottle of Benromach

[@Everest314]

100% disagree! :D I really liked the old design (and material quality) and that white and red colours of the new design remind me of cheap joghurt with artificial strawberry topping. :D The content is still great though.

[@DawidAugust]

This new bottling looks good...for a Russian market xD

[@FanOMisery]

@@Everest314 well everyone's entitled to an option, even if it is completely wrong. The new bottle is much simpler, plainer, more impact font, and bolder. The colour choice may be divisive, but certainly makes a statement. I couldn't read the old label from a foot away. If I was to choose which was the original without knowing I would definitely say the new label was the original.

[@FanOMisery]

@@DawidAugust and that's a bad thing?... How?

[@lordprefab5534]

When diageo turned the striding man round, so he was walking into the future, it was rumoured to have cost £600000 for consultants.

[@alexk3088]

That could be true. Or it could have cost a fraction of that to start those rumors ;) Either way a ripoff, if you ask me.

[@fredlabosch5164]

What I had noticed, concerning Johnnie Walker, if you're looking at the front of the bottle, on older bottles the striding man walks towards the west, for approximately 20 years now, the striding man walks towards the east. Right around the time the economical boom in China started. ^^ Coincidence?!?

[@alexk3088]

@@fredlabosch5164 I'm not sure how you figure that, what without a compass built into every cap ;) I couldn't care less, I am going in my own direction.

[@jamesw6403]

And I was just tucking into a bag of Salt and Vinegar Discos. How to make someone feel bad...

[@fredlabosch5164]

@@alexk3088 north is up, south is down, east is right, west is left, easy peasy ;) if you're looking at the front labels that is.

[@stephantimmermans6107]

I think it’s a bloody shame. Benromach is my nr.1 single malt scotch for years. The new packaging looks very cheap compared with the old and if they have changed the spirit I won’t buy it ever again.

[@justinkessler5790]

Agreed. I miss the malt because it is not for sale where i am, but boy was i sad to see the rebrand. Their old packaging looked SO much better. Looks cheap and basic now. A shame.

[@billyboy9810]

I haven't had the new style of bottling yet but all of the cask strength old bottlings that I've had were great value (£50 ish), 9-11 years old and very good whiskies. I will definitely try before I buy with the new range. I think that somebody buying Benromach in a bar already knows a little something about what they're getting, so perhaps this rebranding will miss it's target. Cheers for the heads up Ralfy.

[@sandrofazzolari8833]

Thanks 🙏 Ralfy... in Italy 🇮🇹 we usually choose our wine based on what we plan on eating. That being said, there are vini di meditazione like sweeter wines from Sicily, Tuscany or also Marche which we sip slowly and reflect on life. Kind regards, SF.

[@DeerHunter308]

My reaction to the new label: BORRING ! Certainly not enough to get me to buy the 43% juice inside.

[@alangray6961]

Very interesting video Ralfy which I was looking forward to after your Benromach review, as I am a teacher that teaches graphics. I currently have a bottle of Benromach Heavily Peated with the old branding which is lovely. I can see why they changed the labelling. I think it is clearer for international markets, and when someone looks through half open, blurry and dizzy eyes at a poorly lit bar it will stand out. I can't comment on the contents though. I recently acquired a bottle of Tamdhu 12 and a bottle of Glen Scotia Double Cask for around the same price as the rebranded 15yo Benromach. I have no regrets as bothered lovely. I do think Ardbeg and Springbang have hit a sweetshop of conveying history, simplicity and quality on their labelling.

[@jkraw1]

Gordon and Macphail(the owners of benromach) are building a new distillery in Grantown on spey with the branding ‘The Cairn’ and thus their reasoning is the benromach brand will cater to traditional whisky consumers whereas the Cairn will be the more mass market modern brand I wonder how this will work out however without saying it the sentiment of your video is even further reinforced

[@rrketc2]

Glad you are feeling better! I was curious as to your thoughts on Blair Athol whisky. It is one of my personal favorites. I love the flora and fauna addition as well as some Signatory bottlings.

[@gardenphoto]

IMHO, The "new" Benromach presentation reminds me very much of the Glenfarclas 12 year old label; both having very similar red lettering on a cream-white background. My industrial arts background tells me, emphatically, that the original presentation was FAR more distinctive, effective and attractive. It reminds me of Highland Park turning to "Viking Lore" instead of sticking to their well-established guns... and whisky buyers aren't having it! Scotch Whisky, at the end of the day, is about tradition; altering or changing well-known brand tradition is not only risky, but often times PERILOUS!

[@mikestich9173]

Thanks to you and a few others out there I value the “contract” of a bottle so much more than how it looks. Show me something that advertises natural color, non-chill filtering, with an age statement and I will buy it. I see so many bottles that don’t sell themselves...especially at 40%.

[@miserablerhurensohn]

I still have 2 of the metal cans of Benromach 10 from 3 generations ago. I remember the bottles too as being elegant and very professional. When the new one that you have came out, they seemed cartoon-ish to me. I didn't let that stop me from getting a 15 year old in that branding which I'm still visiting on special occasions. I think they should have stayed with the metal can version.

[@samuel_excels]

I bought up a bottle of Benromach 10yo and a couple of bottles of their barrel finishes cheap thanks to this rebranding so I'm not complaining yet. I will be if I find that the 10yo's flavour profile has changed because the old branded version is excellent.

[@BizzaroworldcomicsDe]

I like the new design. It fits to the colors of the building of the Destillery.

[@zaphodbeeblebrox9109]

I like glenfarclas's "its not about the packing" approach. The quality inside will eventually speak for itself. You just need to get people to try your product and if the quality is there, it will sell. Free samples of the older age statements with a cheap bottle of 10 year old for example. Or free 10 year old samples from an online retailer with every purchase in a given month. No one will turn down free whisky, and it gets people to try it. Then, you counter the need to "stand out" with your packaging to a degree and grow your integrity.

[@mylittlesaints9770]

Thank you for mentioning my Malt Mention!

[@tweezerjam]

Just curious How long did it take?

[@mylittlesaints9770]

@@tweezerjam oh my memory is a bit fuzzy now 3 years later but I think it was between 6-8 months later.

[@tweezerjam]

@@mylittlesaints9770 oh I thought it would have been 6-8 years! 😂

[@mylittlesaints9770]

@@tweezerjam ha! It might be at this point of his channel. 😆

[@spunky0201]

Excellent Extras episode, Ralfy. Cheers to you!

[@christopherhimes8593]

i wouldn't buy this one based on the label, aesthetically i think it looks like a sports logo... too bad, i thought their old bottle had a bit of class to it.

[@spitti3]

The new Benromach design reminds me of a Vodka bottle, or in general something from the Soviet Union times. Compass Box got some really crazy designs but in my opinion they work great, e.g. the No Name bottles are gorgeous enough that I don't mind paying a little extra for having one on the shelf since the juice is great too.

[@messier4033]

I love Springbank and never without a bottle but their switch to orange label I thought was awful. Orange is seen as a cheap, budget colour (well known airline company use it). Several people have commented when they see my bottles of Springbank saying "that label is awful". I guess it pops on the shelf but shame. Old label was classy. Just my opinion 😉👍🏻

[@AlinJapan]

Thank you Ralfie for a very thoughtful commentary on rebranding. I was surprised by the new Benromach bottle as it is so much brighter yet more generic and boring in my view. As you suggested, the color change is probably targeted at a non-Western market. I suspect they are targeting the Chinese market primarily because of the symbolism of the color red. which has connotations of joy, good fortune, and fertility and white is associated with purity and innocence. I wouldn't have minded had they kept the flavor profile unchanged. Here's a link to the meanings of various colors in Chinese culture: bigchill.com/us/blog/8-colors-symbolism-chinese-culture/

[@mic982]

It's smart of Ardbeg (in my humble opinion) to bottle their 10yr. in an attractive box - because dark green bottles that 'hide' the contents are a distinctive turnoff for me personally. Why do they chose to hide the whisky from view in that bottle unless it was to make it standout on the shelf? I likely would have passed over it if it weren't for Ralfy's review. jmo

[@melvasaur]

Was never a fan of the old branding but it was at least distinctive. I didn't even make the connection with the new branding despite the name! They must also have had a fit when they saw the new Benriach bottles!

[@spiced32]

I dont seem to like change either, the new BenRo is grim, I never liked it when they done it to 1 of my fav's 'Powers John's Lane' but I'll get over it

[@sav7568]

The new Powers labels are awful. The stuff has been called " Powers Gold " for around a hundred and forty years so what color do they make the label ? Red and white. Idiots.

[@spiced32]

@@sav7568 Couldn't agree more, and the Powers Lane label made it look more like a Premium Dram, the new label to me looks a bit plain and cheap. And as Ralfy says Ardbeg has their own style going on and I'm a big fan of them for it. In fact I'm avin an Ardy 10 now lol 🥃

[@sav7568]

@@spiced32 That new John's Lane label is a truly strange shade of brown. I don't get it. For a premium product it looks weirdly cheap. Hardly any bars stock John's Lane so that can't be the reason.

[@Tantrum777]

Some of the best branding in whisky: Ardbeg, Talisker, Blantons and HighWest.

[@Tantrum777]

@Jack T Yeah Makers is another really good one.

[@onggia850]

You forgot Compass Box!

[@Tantrum777]

@@onggia850 Good one!

[@alexk3088]

I really liked Old Pulteney before their last re-brand. I also like traditional simple bottles like Lagavulin, Caol Ila, Cragganmore, Talisker (even if I'm not a fan of Diageo). Hate what Highland Park has done. And the worst (IMHO) are the ones who mimic the gaudy blingy mainstream cognacs, like 1792 bourbon and a few others like that.

[@Tantrum777]

@@alexk3088 Old Pulteny did 2 slight rebrandings in the past 10 years or so. The very old bottle has waves on the bottle made of glass and A gold and blue ship on the bottle. It looks epic. I had to save one. I 100% agree with highland park, the old simple bottles were better! The new more fancy stuff is a massive turn off. They also have like 34 different whiskys in their line up! Mass confusion!

[@benmarnoch4111]

The rebranding of Balblair was nothing short of lunacy, I've loved collecting the vintages, I've not the same interest in the new age stated ones, plus its much more expensive.

[@blancsteve4819]

Sugar can be restricted by cost. Tax would help regulate the overuse in mass production.

[@JeremyTaylorNZ]

The new bottle looks like a vodka bottle

[@Palmetto_Traveler]

I agree. It was my first thought.

[@sav7568]

The red on white reminds me of the old Beefeater Gin label.

[@brian6x]

Smirnoff

[@shugaroony]

@@brian6x Yep I thought of Smirnoff as well. The marketers behind it must be thinking that it'll stand out to millenials...

[@brian6x]

@@shugaroony not one of their brightest moments....

[@martinbeen]

Just had my last glass out of my deanston 12. Can't say anything about Benromach, never had it. I do see the old package still for sale here in Nederland.

[@vetiwearerdaimyo1592]

They had a great design and they shouldn't rebrand, the ones that definitely should rebrand are Springbank they look like an energy drink, and also BenRiach looks a bit dull, Jura looks cheap, Highland Park looks cheap, Bowmore looks plain, Dalmore should go back to smaller stag and bigger label, Aberlour should go back to the way it was it was good but that's just my POV

[@shugaroony]

And yet, Glenfarclas, Glenfiddich, Ardbeg, Laphroaig etc, haven't changed their designs in decades and it works a treat for them. This'll be the new owners of Benromach wanting to recoup some of their money back on forking out for the distillery, and a real shame if they have messed with the Imperial Proof version especially, any further.

[@paulm2467]

Springbank looks simple yet classy, it would be stupid to change anything when they are selling out everything that they make straight away. A successful rebrand was Glen Scotia and it’s brought them to international fame, it will be interesting to see if they can stick to their principles.

[@DawidAugust]

This new bottle design is just horrible...It looks like a cheap vodka or tequilla:( I am so disappointed with this new bottle and will boycott this stuff.Period

[@Robhalifax]

Petty

[@jackofmanytrades4396]

@@Robhalifax I agree. I don't care how the bottle looks, so long as there is quality within.

[@fchow8652]

Hi rally, just bought a BenRomach Cask Strength 10yrs. last week. Its a very different single malt sherry cask whisky. Good experience tho. Images don't tell what's inside the bottle.

[@philm6629]

Well, at first I thought the one on the left was the new one and I was bemoaning the loss of another good old traditional label style. Nice to see that Benromach are going "traditional", although not a particularly good take on the style. Much prefer the old straw-coloured style of label with red/black lettering. Look what's happened to poor old Bruichladdich, for example - looks like a bottle of fruit cordial. Well done Benromach, although it's not a great example.

[@Carleton.Weaver]

Hello Ralfy, I just wanted to comment that I have thoroughly enjoyed your book! 5 stars from me mate, can't wait for the next one. Anyway, I would love to see you and the bothy in glorious high(er) defintition! 1080p or shoot for the stars with 4k! I think both this channel and your lovely "fitter philosophy" channel (which I also enjoy) would really benefit from upgrading the resolution. If you get the same brand of camera the Clive Clicker should still work as it would likely use the same IR codes. Clive, of course, would better be able to comment on this. Higher resolution would better bring to life the wisdom of whisky and life that you share with us. Cheers you Malt Master of the Universe. This may be a repeat malt mention, if not please feel free to use it. Indeed I would be honoured if you did! I really enjoy your whisky insight and life lessons from the fitter philosophy channel. Both are evident in your book.

[@thewhiskybothy]

. . . the resolution problem is due to very poor connectivity on the Island. It takes ten hours to upload two whisky videos ! . . . and thanks for buying my book.

[@jackofmanytrades4396]

I love Carmenere. In the rather unlikely event that I ever find myself upon the Isle of Man, I'm totally going to stop by for dinner. :-) I mean supper.

[@jrfishes]

I definitely consider myself a big fan of Benromach whisky and have enjoyed many bottles over the last 5 or 6 years. I was also quite a fan of their packaging and thought their branding stood out and looked very classy. This new look is cheap and generic to me. I’m disappointed for sure and will be trying to scoop up the older bottles.

[@JimmyLeg]

This is the second rebranding for Benromach since you started doing reviews.

[@stevenc.2331]

I have it on good authority that the content of the bottle (and the price) have not changed. Not sure why you think it has..

[@davidrobin1656]

I hear the point, there can be cynical reasons for rebranding but I’m often quite encouraged to hear about a rebranding because it can mean the distillers have upped their game and want to draw attention to it (up in abc sometimes or declaring no-chill or non-coloured some times after a change of ownership). Tobermory did it with the 10 (now 12) as did the other Burn Stewart brands. Ben Nevis did a few years back with an improvement. Arran have done it very recently along with a change in contents (which was already good but some now consider better, especially the 10 and particular wood expressions). I can recall two Springbank revamps of labels (not bottles) in the last 10 years. It is interesting that Diageo almost never do it though. As it happens I don’t like either of the Benromach bottles. I never liked the previous one much and I think they‘ve made it worse. Benriach have done a very similar rebrand recently also.

[@reneerikolsen9694]

Great as usual, well done - loads of info - I am happy! :-)

[@sav7568]

Red is a lucky color to the Chinese. Coincidence ? Of course not. The new Powers label strongly features red in a strikingly similar fashion to the new Benromach label

[@11thstalley96]

I know that it’s supposed to be red, but the new label on the bottle of Powers that I bought looks orange to me.

[@WhiskeyLore]

When I saw the package it made me fear for the quality of Benromach 15, one of my favorites. Rebranding is dangerous. It can kill off a loyal market as easily as it can attract a new (more fickle) market. People don't like change and this is drastic.

[@jbennison5672]

How is the 15? I have the 10 year 100 proof and it's amazing, but the 10 year cask strength wasnt amazing, same with the standard ten year.

[@johnnyzalami]

So many horrible 'rebrandings' these last few years, pulteney, balvenie, highland park, and now benromach.

[@shawndonovan1212]

I actually like their rebranding. Their old bottle with the script and screen printing on the bottle just screams 2008 to me. The new design is much more of a timeless look. This was a rebrand, but I do think “refresh” is a thing too. Glenmorangie changes their bottles slightly years ago to the current, curvy bottles. But the logo stayed the same, color scheme the same. This is a refresh. Benromach full on rebranded. Also, I do like Old Pulteneys new label. I generally just don’t like print directly on the bottle. Though pulteney absolutely changed in the US, from 43% down to 40% with the rebrand.

[@therealnucleus274]

That new design is nothing short of a declaration of war towards everybody with a tad of sense for style, especially coming from the great "old" design.

[@prestonw3878]

Thanks for the carmenere shoutout

[@mark5ization]

Ralfy dear, two thoughts on the Benromach rebranding/redesign: 1) I like the former bottle label and packaging just fine. The white script toward the top of the bottle especially reminds me of that on another bottle, i.e. Compass Box' "This Is Not a Luxury Whisky" (which you quite liked, as I recall) ... 2) the new design(s) are just goddawful! (read: boring, flat, uninspired, unartistic, slapdash, and whatever other unflattering description one cares to use). What were Benromach's owners thinking? -other than, as you speculate, to thereby increase visibility on the "back bar" space and perhaps appeal to other markets besides the UK/USA. -And to learn that at least in your informed opinion the liquid has taken a slight turn toward the less complex is not encouraging either :-/

[@thewhiskybothy]

. . . some boss got it wrong at Benromach !

[@shugaroony]

Please don't tell me they've changed the wonderful imperial proof 10yo version too! That is one of my favourite drams! Halfway through one at the moment, I hope this isn't the last time I experienced its character!

[@WhiskyInThe6]

The new Benromach and new Benriachs are a nightmare for the colour blind folk like myself.

[@thewhiskybothy]

. . . very good observation ! I doubt the designers used colour blind filters to check their templates.

[@danhammer106]

Dude, there's almost no telling them apart in that case! I feel for ya, but that's just plain hilarious. Wouldn't even be surprised if that was the same lazy marketing consultants which both distilleries have approached. Just confusing their projects and slapping a new Benromach label on old, just slightly facelifted Benriach bottle.

[@WhiskyInThe6]

@@thewhiskybothy ya they are frighteningly similar. Add to the fact that they both start with Benr and it’s a differentiating apocalypse for the new whisky drinker.

[@Cornelius-yk6oy]

I think Benromach in particular also wanted to cut down on costs - the new design is probably easier and thus cheaper to produce.

[@gerardpatrick8960]

Cork Dry Gin did the same with a crap white label and red text. Sorry for mentioning gin here Ralfy!

[@mikaelfodor]

In a Japanese facebook group I am in, one of the fellas has the old style bottling and says he'll continue buying the older style even if it is more expensive because he prefers it..... point being even the fellas over the other side of the world think the new bottling looks rubbish

[@pi17835]

The old one (just opened the Chateau Chissac Version for a Video Call Tasting with Friends last weekend) seems personal, warm and "small" (as opposed to a mass product). The new design, on the other hand, - to me personally - just looks cheap and unappealing. What a shame.

[@rkostyantyn]

Springbank was one of the first who redesign their label to glossy with almost neon-acid colours, aren't them?) And Bunna started using a lot of bright red on their label ... In both cases I liked the old labels more)

[@colourlessbluethings]

Totally agree on Springbank. I far prefer Arran's previous branding too.

[@HerbertDuckshort]

A cogent summation Ralfy.

[@thegeneral123]

Jura stands out to me. They moved to the mystical branding which really put me off the brand. Which is a real shame as when they abandoned the style. I discovered Jura Prophecy and really enjoyed it. I noted when they went back to the more traditional style. The prices shot up.

[@welshtoro3256]

Cheers Ralfy. I have no idea why Benromach have done this. They have a superb design unique in the whisky world and want to change it to a very bland and common label just like all the others. The bottle itself said something about their rather special whisky. It appears they want to join the everyday market place. Gotta say Ralfy that Benromach don't appear in any bars outside Scotland. They are 90% internet purchase stuff. Gotta say that the latest 21 year old at 43% and £125 a bottle is very disappointing and I wont be buying it. I think Benromach are making a big mistake competing with the big guns. They were great just where they were and financial growth would have come anyway.

[@jbennison5672]

I've tried the 10yo 100 proof... Amazing. But the 12yo cask strength and the standard 10yo aren't as good. Have you tried the 15?

[@welshtoro3256]

@@jbennison5672 I'm in agreement about the 10yo 100 proof and sadly I don't think the new cask strength offerings are as good. I like the standard 10 and think it's well priced. I do like the 15 but what would really seal the deal is if it were 46% not 43% abv. It's the usual problem of diminishing returns. You can taste that it's obviously older than the 10 but how much more enjoyable is it? If you like Benromach's style I'd say get a bottle. I like the Peat Smoke too and if you can find any of the old Triple Distilled anywhere I'd recommend that. Cheers. WT

[@jbennison5672]

@@welshtoro3256 agreed, it should be 46 or 48%. A cask strength 15 would probably be an exceptional malt. I don't understand why there are inconsistencies like this across the age statements. When you mention the cask strength bottlings are you talking about the new re-branded versions compared to the previous branding? I think I need to try the 15, but I find the lower ABV just carries far less flavour. I've seen a few peat smokes so will definitely try to pick one up and also buy a few bottles of the 100 proof a I'm not sure if they are continuing this line in the newly re-branded line-up? Do you recommend any other specific bottlings from other brands?

[@welshtoro3256]

@@jbennison5672 The 100 proof has been discontinued so if you see one pick it up as it's pretty hard to find now. The Triple Distilled was 50% abv. The cask strength annual releases have been around for the past couple of years in the old branding and I doubt the change of design will make any difference. If you like the Benromach style I would recommend Kilkerran 12, Springbank 10 and 12, Clynelish 14 and possibly Talisker 10 as they all have moderate amounts of peat without it dominating and a similar mouth feel.

[@jbennison5672]

@@welshtoro3256 I actually have all of those too! Springbank 12 and Clynelish are both excellent. I live in China so I can actually get the older bottlings for quite a while longer than I would if I was in the UK. Will pick up a few bottles.

[@robfut9954]

No rebrand should be a hard break from the previous generation in Scotch whisky. Traditions matter and a 180 of fine for soda pop, but not for this.

[@tmrmusic91]

Not a fan of the new Glenfiddich bottle design. Also, the new cardboard tube is way too big and so flimsy that the lid comes off every time you pick it up.

[@chrishoyt7548]

Ralphy bad news i can not find Glendronach 18 in my area whats the runner up to this? Thank you

[@nhenderson2094]

I couldn’t agree with you more about the western diet being far too sweet. My wife bakes bread for the family and it is a simple white wheat bread. We bought wonder bread last year and my children thought it was candy. I would really appreciate it if we didn’t get more candied whiskey. I live in Canada we have enough of that here already.

[@spiced32]

Simply said ,'Ardbeg'.. I luv everything about them

[@martinbeen]

I don't care that much about how the bottle looks or the package, but what i do find a no go, is a whisky that is like 30 Euro or more, and it don't has a package, only the bottle.

[@simontompkins7804]

Every time i see a whisky brand which rebrands and adds a flashy graphic onto the box, I just presume they've changed to a mass produced brand.

[@judgeholden849]

Benromach rebrand looks almost indistinguishable from the Benriach rebrand! All of which are designed exactly like the Deanston rebrand, which may not be a coincidence by any means. Kudos to those who don't follow this trend, when there's a dosen of these clones on the shelf they all look contrived and won't will age well, the way the "___ X ___" formula for naming hipster bars and cafes hasn't.

[@sav7568]

A label designed by a government committee.

[@brego129]

Yeah...the Soviet government! Order of Red Banner of Labor Speyside Benromach Distillery

[@tooslow1614]

Thanks Ralfy

[@ronprichard6145]

I was thinking I'd have a wee dram after dinner this evening. Following that it will have to be Benromach 10 cask strength. In the old style bottle.

[@jbennison5672]

That is an exceptional dram. I tried the 12 year old cask strength and it wasn't as good. Have you tried the 15?

[@ronprichard6145]

@@jbennison5672 No I haven't. Just the 10.

[@MonkeyspankO]

If I wanted sweet in my tipple, I would reach for port

[@SingleServingJohn]

Looks like you spilled some Loch Dhu 'The Black Whisky' on your right hand.

[@N2Opassion]

and, what about Michel Couvreur Whiskies ?

[@effingosprey9434]

I would think they changed the bottle and label because the old one was hard to read. Watching on my phone, I have no idea what the old bottle says. B...... scribble scribble... H

[@gillesdebritalycars]

Very interesting, THANKS

[@LooseWheelNutPod]

I know Ralfy isn’t a fan of blended whisky. But I’m hoping for some feedback of the community about Woodsman Whisky. I think it’s not a bad drink and when picking it up for £18 per bottle in supermarkets it’s a bargain just to have something in the cabinet to save the malts.

[@manuelnaranjo3255]

Thats not right, he apreciate good blends. Search for the vids of i. e. Rock Oyster (or Rock Island?), North Star Sirius, Spice Tree, JW Green Label.

[@jameszimmerman8701]

I also look behind the labels except for highland park. I just can’t seem to buy it BECAUSE of the label. I love the benromach previous to their rebranding. Old pulteney, well, all i can find of the 17 year old I’m buying because that’s all that’s left of the old brand. I won’t likely be buying it anymore after it’s gone. I’m saddened to say that. But others will take its place. I’m already moving onward. Great review as always. Thanks

[@manuelnaranjo3255]

@@jameszimmerman8701 ups, wrong comment?

[@martinbeen]

@@manuelnaranjo3255 JW Green is still one of my favorites, just a very fine whisky. But i drink whisky for like 2 years now, so i never had that older back in the day. And i don't wanna go there, it is for me the now. I also see on a site where i buy my whiskies that Glendronach is selling the 12 years from different years, but for me, that is kinda corny.

[@manuelnaranjo3255]

@@martinbeen I ment it's an older vid from Ralfy, sorry. I'm with you, then is then and now is now.

[@Shane4Bass]

The new bottle is boring in my opinion. I prefer the older 10 YO, the one which was whisky of the year 2018

[@4ll4nb31l]

you said you bought the old bottle last year which is pretty recent so the fruity flavours arrived with the rebranded version is that correct?

[@Robhalifax]

I'll go against the grain and say I prefer the simplicity of the new packaging.

[@northskyaviation]

What happened to your hand ralfy?

[@oliverdramgood8938]

A lot people in asian countries are not able to read script. But they are able to read block letters. So if you want to perform on asien markets better use block letters.

[@jbennison5672]

No one buys this in shops in Asia. It's all online. People who are buying whisky in Asia know what brands they want. So if they want Benromach they know it.

[@oliverdramgood8938]

@@jbennison5672 Sounds like a circular argument. But you're right: I buy only things i want too 😄