Evolution, Not Revolution: Lot 40 Rye Whisky Gets a New Design
By Enterprise Canada
TORONTO, August 10, 2020 – Lot 40 Rye Whisky is getting a sleek new look that showcases its best selling point — that it is made with 100 per cent rye grain.
Distilled in a traditional copper pot still one batch at a time, Lot 40 is the ultimate expression of Canadian rye whisky. But consumer research found that while its fans loved the deep mature oak flavour with hints of dried apples and raisins, they wished the fact that it was made with 100 per cent rye was featured on the label.
“This packaging change is about an evolution, not a revolution,” says Scott McCreary, Brand Manager of Craft Whisky for Corby Spirit and Wine. “What we have done with Lot 40 is make a few small tweaks that make a big difference both in how the bottle looks on the shelf, and how consumers respond to it.”
The new Lot 40 bottle now sports a cleaner, fresher look that not only showcases the quality of the whisky, but also boldly proclaims that the only grain in the spirit is rye. The new look maintains the unmistakable diagonal label, silk screening on the bottle and functional shape. But the label design is more contemporary and clean, with less clutter and a look for the actual brand name.
Among the other changes on the new Lot 40 bottle:
- New Wooden-Topped Cork — A corked whisky is popular with consumers, but the old Lot 40 bottle hid the cork under a black capsule. The new premium wooden cork is proudly displayed stopping the bottle.
- New Neck Label — With the black capsule gone, there is room for a label that tells consumers what Lot 40 stands for: Bold. Honest. Unmistakable.
- Clean Look — The distressed effect of the old label has been removed, and the amount of copy has been greatly reduced for a cleaner overall appearance.
- Premium Details — The paper label is premium stock, and copper foil offers premium cues and tactile benefits that communicate quality.
- Richer, Vibrant Colours — The brand’s green and black colours are much richer to create a bolder appearance with greater shelf standout.
- Highlights Lot 40 Attributes — There are three main product attributes that make Lot 40 an award-winning whisky are showcased on the new bottle: Aged in new oak barrels, copper pot distilled and is 100 per cent rye. The last point is proclaimed in gold script on a green banner — only the name “Lot 40” is in a larger font.
“This new packaging is undeniably premium and communicates the care, attention and authenticity with which the whisky is crafted,” says Scott. “This new Lot 40 will stand out, whether on the shelf in the liquor store, on the back bar or at home.”
The new packaging will be rolling out across Canada in the coming weeks, with international markets following suit next year.
About Corby Spirit and Wine
Corby Spirit and Wine Limited is a leading Canadian manufacturer, marketer and distributor of spirits and wines. Corby’s portfolio of owned-brands includes some of the most renowned brands in Canada, including J.P. Wiser’s®, Lot 40®, and Pike Creek® Canadian whiskies, Lamb’s® rum, Polar Ice® vodka, McGuinness® liqueurs, Ungava® gin, Cabot Trail® maple-based liqueurs and Chic Choc® Spiced rum, and Foreign Affair® wines. Through its affiliation with Pernod Ricard S.A., a global leader in the spirits and wine industry, Corby also represents leading international brands such as ABSOLUT® vodka, Chivas Regal®, The Glenlivet® and Ballantine’s® Scotch whiskies, Jameson® Irish whiskey, Beefeater® gin, Malibu® rum, Kahlúa® liqueur, Mumm® champagne, and Jacob’s Creek®, Wyndham Estate®, Stoneleigh®, Campo Viejo®, and Kenwood® wines. Corby is a publicly traded company based in Toronto, Ontario, and listed on the Toronto Stock Exchange under the trading symbols CSW.A and CSW.B. For further information, please visit our website or follow us on LinkedIn, Instagram, or Twitter.
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