Royal Salute was created to celebrate the coronation of Queen Elizabeth in 1953 and has been known as the whisky to mark momentous occasions and milestones ever since. Paying homage to this iconic 21-year-old Signature blend, Royal Salute presents a new Vintage Edition.

The new range celebrates the unique flavours captured in a blend of exquisite liquids, which all began their journey of maturation in the year 2002, encapsulating the unique characteristics of malt, wood, water and craft in that special year.

This collection marks Royal Salute’s expansion into rare and vintage offerings, crafted specifically to stand out in the high-value travel retail space

While closely aligned with the classic 21-Year-Old Signature Blend, the Vintage Blend has been designed to reflect Royal Salute’s enchantment, wonder, and elegance while embracing the modern aesthetics inspired by the champagne world.

For this special release, Boundless preserved the Signature Blend’s familiar pack architecture and signature blue colouring, while introducing a bold and contemporary orange to set the Vintage Edition apart. The result is a seamless blend of tradition and modernity, creating a striking visual identity that celebrates the essence of each year’s unique character.

To launch this distinctive product, we developed a comprehensive travel retail toolkit including key visuals, in-store displays, and consumer experiences. Royal Salute’s iconic arches lead consumers into an immersive environment highlighted by a striking orange glow that felt both rich and contemporary. Interactive elements, such as terrariums and resin-preserved tasting notes, act as time capsules that reveal the Vintage Edition’s story and intricate tasting notes. Consumers feel they are stepping into something quite special, a fresh twist on a timeless liquid.

The retail toolkit has been activated in Global Travel Retail, with future releases to come. This is a bold new chapter for The King of Whisky, as they continue to marry tradition with contemporary arts and culture and lifestyle.