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J&B Launches 5 million contemporary new look to reinvigorate brand

Europe's largest Scotch whisky, J&B has launched its 5 million pack redesign to consumers in the on and off trade, adding a modern twist to its celebrated iconic image. The global roll-out of the new look bottle marks the next step in reinvigorating the brand to become the world's party whisky, encapsulated through the successful "Start a Party" campaign launched earlier this year.

The new bottle design, with its angular shoulders and clean tapered lines, projects a more striking silhouette, setting J&B further apart from its competitors. The foot is more pronounced, the neck narrower, the shoulders raised and the eyebrow in synch with the label, creating an integrated and masculine profile. Eye-catching embossing on the rear adds sensory appeal and highlights the product's handcrafted qualities.

"The redesigned pack has a bolder more contemporary look that gives it extra bar and shelf stand-out," says Nik Keane, the Global Brand Director of J&B. "The new pack highlights the brand's role as the ultimate party whisky with an edgy design that will appeal to party goers around the world. Working in synch with our global Start a Party campaign, it will help us achieve substantial growth for the brand during the year ahead."

The new label shape mirrors the bottle form and is reinforced by sleek black, gold and white borders, exuding a contemporary and vibrant feel. A drop shadow and layered detailing evoke craftsmanship and quality. Justerini & Brooks' year of establishment sits in a confident black panel reinforcing the brand's heritage, whilst the redrawn J&B marque demonstrates its iconic status.

The J&B seal has endorsed the pack since the brand's creation. Now revitalised and given greater prominence, it acts as a reference to the brand's long and colourful history and a cue for its contemporary energy.

The 'Start a Party' campaign is J&B's new global campaign, running in 20 countries worldwide. As well as staging some of the world's most exciting parties, the campaign also includes global print and poster advertising featuring a giant mirrorball. The message that drinking responsibly is key to enjoying a party forms an intrinsic part of the campaign which aims to enrich party experiences for people all over the world. The new pack epitomises all things energetic, surprising and fun, the very qualities associated with the ultimate party.

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