Diageo has announced a new look and feel ahead of the festive season for the UK’s second biggest blended scotch whisky[1], Bell’s Original Whisky. The new bottle has been launched with a £1M media investment behind the brand’s first TV commercial in six years.

The new packaging for Bell’s Original (ABV 40%) will be rolled out across all major grocers and wholesalers this December, in 70cl and 1L formats. The refreshed bottle features founder, Arthur Bell, showcasing the brand’s heritage in a contemporary way to maintain its identity and stand out on shelf.

The Christmas advertisement, which runs across TV and radio broadcast as well as social media until the 31st of December, aims to reignite the nation’s love for Bell’s Original. Featuring doorbell chimes ringing out to the tune of Scottish poem, Auld Lang Syne by Robert Burns, the message is to Drop by for a Bell’s this festive season.

For many years, Bell’s has been crafted for the enjoyment of those who appreciate the taste and expertise of a blended scotch. The brand has evolved and introduced an improved taste for Bell’s Original, aimed at Bell’s drinkers old and new. Best enjoyed neat or over ice, the liquid offers a smooth taste with a smoky finish for those who don’t want to compromise on quality.

George Harper, Whisky Specialist at Diageo, saysWe have always followed Arthur Bell’s own advice that a good quality whisky can speak for itself. Whilst Bell’s has been a firm favourite of the nation for years, this year we are excited to have it stand proud in home bars with its brand new look – offering a smooth and refined taste, still built around the signature Bell’s Original our fans know and treasure.”

Violeta Andreeva, Marketing Director of Whisky at Diageo said: “Working on Bell’s Whisky, one of Britain’s most loved Whisky brands, was a real privilege. While we wanted to update the look of the bottle, we had to stay true to its heritage and constantly asked ourselves what Arthur Bell would have done. Keeping in line with its traditional roots led us to the new campaign idea – drop by for a Bell’s with loved ones and enjoy a special dram together this Christmas.”

[1] Nielsen Data, Total Trade, Whisky Category, R12M

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