One of the UK’s best-selling vodka brands has undergone an image refresh to strengthen its market position with clearer quality and heritage messaging.
In the first modifications made to its branding in over eight years, Glen’s Vodka has refreshed the packaging design across its full product range to improve shelf ‘stand out’ and quality cues, while remaining quintessentially ‘Glen’s’.
Showing exceptional performance in 2022, Glen’s has reached a total volume market share of 13.1% across the GB market, outperforming major competitors in the vodka category by 6.9 percentage points on volume and value*. As the second-best selling vodka brand in the UK off trade and the clear first choice amongst value brands at 3.5 times the size of all other value branded vodkas combined*, this refresh shows Glen’s Vodka’s commitment to holding this favourable position and further building its strength in the market.
Continuing to put a focus on increasing consumer appeal, the design update forges fresh relevance with both loyal consumers and those new to the brand. The new packaging, designed by Glasgow agency Thirst Craft, highlights the brand’s heritage, featuring a new shield logo and detailed illustrations; while quality is also better reflected with bolder and more visible typography and a brighter and more vibrant colour palate, including the label’s glossy metallic gold finish.
John Grieveson, chief marketing officer of Glen’s Vodka owner Loch Lomond Group, said: “Over the last two years we have increased our investment in marketing, forging rewarding partnerships with the Scottish Professional Football League (SPFL) and the British rugby Super League, as well as executing special on-pack promotions, executing UK-wide OOH media campaigns, building our social media presence and producing an ongoing line of NPD. This has resulted in record levels of success for the brand, keeping us significantly above the category average.
“We expect to see a continued increase in demand for brands that can offer quality at affordable prices and so we felt it was the perfect opportunity for us to refresh our branding to help ensure our packaging matches our product offering.
“A bolder brand with better standout gives us the opportunity to create greater product recognition and generate more colourful communication off pack with a wider consumer base, especially with new product development in the pipeline.”
Glen’s 70cl & 1-litre packs featuring the new branding will begin to appear on supermarket shelves nationwide this week, with its wider product range – including its 20cl & 35cl bottlings – following suit over the coming months. Stockists include all major retailers as well as the convenience sector throughout the UK.
*Source: NielsenIQ report, 52 weeks to 08/10/22
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