The all-new Signature Whiskyredefines the paradigm of success, where being true to oneself matters more than living up to others’ expectations.
In a world that is filled with artificial ideas of success, being natural and authenticis a bold statement to make. Staying true to its philosophy, Diageo Indiatoday launchedtherenewed look, taste, and packaging for India’s rare, aged grain whisky– Signature. The all-new Signature Whisky, crafted from nature, is as authentic as it gets.The new premium offerings, crafted from natural ingredients by Master Blender Louise Martin for a unique whisky experience, is made for people who take pride in embracing their true self and to make a mark for themselves. Signaturewhisky nowhasanevolved logo unit, a more nuanced blend and a sustainable packaging with contemporary and modern design codes that stand out on the shelf.
Louise Martin, who brings decades of authentic Scottish blending craft to the table,is a whisky connoisseur by passion who has been the mastermindbehindsome of Diageo’s most exclusive single malts globally. From hand-picking grains to personally overseeing the blending process, the magic of her craft shines through in every drop of the new Signature Whisky.
From the packaging to the liquid, Signature is undeniably authentic. Blended with imported scotch, aged Indian malts and grain spirits, the new Signature Rare promises an authentically rich taste, with distinct hints of sweetness and fruitiness. A medley of woody undertones brought to life, reaching its crescendo to leave a deep and lasting Signature.The Signature Premier, blended with 10 scotch whiskies,is smoothness elevated to new heights, with a dash of fruitiness and a tinge of maltiness. It is a symphony of floral and vanilla notes,all coming to an epic conclusion in an exquisite and creamy blend.
Speaking on this refresh, Amarpreet Anand, EVP Marketing & Portfolio Head, Diageo India, said, “Signature has been one of our most loved brands in the upper prestige segment. However, over the years, we have realised that the consumers desired something more premium, more wholesome, closer to nature. We realised the need for disruption and redefining a premium offering in the segment. Thus, came to life the all-new Signature, crafted by nature’s purest mineral water and select grains, with two standout variants: Signature Rare Whisky, a carefully balanced liquid, and Signature Premier Whisky, that is smooth and creamy. Whisky connoisseurs seeking an authentic experience and products will resonate with this new bottle, packaging, and most importantly, the blend, crafted by our Master Blender Louise Martin. To further play a role in culture, the brand will soon launch a new platform with brand ambassadors AyushmanKhurrana, Rakulpreet Singh and Sayani Gupta to encourage the consumers to embrace their natural self and Own their Signature!”
Signature Whisky’s new pack embraces the natural world, positioning it as the country’s most authenticwhisky while giving the consumer an elevated experience. The pack design retains distinct Signature elements, including the green colour. The brand strongly believes that nature’s craft starts with giving back to nature. That is why, the new Signature comes in a carton crafted from recycled cardboard. The new design also makes the bottle taller, makingit moreappealing to its holder.
An essential part of the new logo design on the packaging is aresemblanceof nature and its beauty – personifying the brand’s commitment to fosteringpure andinspiring stories. The brand’s philosophy of staying real and raw to your journey is beautifully ingrained in an all-new open embrace logo unit, defining ‘personalized idea of success’ of today.
Led by Design Bridge, the team behind the renovation of iconic brands such asGuinness, Smirnoff, Tanqueray, Gordon’s and The Singleton,the renovated Signature pack introduces a design language that is subtle, yet unique in positioning the whisky as a more approachable product.
Speaking about the design, Creative Director Jon Neal from Design Bridge said, “Our ambition when renovating Master Blenders Signature Whisky was to help put some of the natural craftmanship back into its design. Master Craftsmen create their works using the natural elements that are available to them, wood, clay and glass. Design Bridge wanted to do the same. We wanted to maximise the bottle by incorporating the brand directly into the glass through the large central emboss. The emboss has enabled use of smaller labels therefore saving paper stock whilst elevating the brand at the same time. We’ve introduced a raw paper craft effect onto the outer packaging to help convey the natural ingredient story to our consumers. Using paint brush strokes and unperfect lines give the new design a look that says this Whisky has been ‘crafted with nature and all its natural ingredients’.”
Also, talking about the collaboration between the two companies Managing Director Alex Cerrutifrom Design Bridge said,“The collaboration between Diageo India and Design Bridge Singapore teams is one of trust and constant push of each other to ensure we all challenge ourselves to come up with the best whisky brand & design proposition. We believe the result achieved for Signature Whisky’s renovation is unique in the Indian category and the strong drive of the brand’s sustainability agenda will make the months to come even more interesting!”
With the vision to be the most progressive and enterprising brand in India, Signature will inspire you to break away from the traditional norms of the world and stay dynamic, open-minded, and determined towards your craft. Further, with this renewed blend, the brand is in line to become the most aspired and most trusted brand for millennials who have a new and personal paradigm of success, where being true to oneself matters more than living up to others’ expectations.
The refreshed packswill go on shelves across the country starting August 2021.