Family-owned Scotch Whisky specialist, Douglas Laing & Co., chose to mark their 75th “Diamond” Anniversary this year with the release of six of their most precious Single Cask Scotch Whiskies under the newly created “Diamond” XOP series.

Established in 1948 by Fred Douglas Laing, Douglas Laing & Co. are fiercely proud of their 75 years of heritage, history and expertise and landed on a set of ultra-premium, rare Whiskies to mark this milestone.

The “Diamond” Anniversary was leveraged as the creative platform for the luxury packaging brief. Beyond its visual appeal, the diamond theme presented a versatile canvas for creative exploration across PR, digital platforms, trade engagement, and events. While these avenues were promising, the packaging took precedence.

The Douglas Laing brand team clearly established the need for packaging which:
Exudes quality and luxury without veering into being ostentatious
Is a testament to 75 years of Whisky experience and skill
Practically showcases the “Whisky Experience” components within the pack (namely the glass, coaster and decanter)
Appeals to both Whisky Enthusiasts and luxury consumers alike

The final packaging concept and design responded to all elements of the brief and then some. A stylised diamond design featured throughout the pack allowing for the Brand Marketing team to leverage the communications around the Diamond / 75th Anniversary. The diamond theme featured across the rigid outer gift box, diamond cut crystal decanter and glass, innovative in-pack brochure / certificate and on labelling.

For the glassware, Douglas Laing partnered with British Designer, Richard Brendon, who share the same ethos of excellence and craftsmanship. They produced the intricate diamond cut mouth-blown, hand-cut crystal glass and decanter which features in every pack.

Claire Coetzee, Head of Creative at Douglas Laing commented, “Crafting a stunning diamond-themed box that houses all essential elements, mindful of sustainability, global shipping, and practical considerations, while preserving an exquisite unboxing experience, posed a formidable challenge. Through close collaboration with our suppliers, we successfully crafted a distinctive and opulent packaging that not only reflects its inherent value but also becomes a keepsake for consumers, enduring the test of time. Our accomplishment in creating this unique packaging marks a significant milestone for Douglas Laing, and we take great pride in the result of our collective efforts.”

Utilising metalised labels on the Single Cask Single Malt Whiskies immediately imparts gravitas to these extraordinary bottlings. A finely crafted metal neck hanger adorns the neck of the Richard Brendon decanter, seamlessly uniting this collaboration without compromising the integrity of its exquisite hand-crafted glasswork. As a crowning touch to this celebratory Whisky experience, a bespoke Douglas Laing branded coaster was introduced to cradle the diamond-cut glass, adding a final flourish to the entire presentation.

Nestled within a pocket on the inner lid, a diamond-shaped booklet unfolds a narrative of precision and artistry. Each booklet is a testament to the intertwining stories of Douglas Laing, the exceptional XOP Whiskies within, and the creative mastery of Richard Brendon. To add a personalised touch, every booklet is thoughtfully hand-signed, accompanied by a certificate of authenticity—an elegant final flourish that adds a layer of authenticity and uniqueness to the entire packaging.

The ultimate result of this beautiful and indeed innovative Diamond themed packaging was a total pre allocation and eventual sell out of these bottlings. Douglas Laing’s global distribution network responded very positively to the packaging and proposition of this Whisky set. All were impressed by the packaging and feedback has indicated the packaging has set Douglas Laing’s XOP “Diamond” apart from other Single Cask Whiskies on the market.

Beyond that, the Diamond creative used in this packaging become the “lock up” for the entire Anniversary year at Douglas Laing & Co. From the creative execution of stands at global Whisky events to Social Media content, website banners and even point of sale tools, the Diamond emblem was used as the core visual for the full year 2023.

Cara Laing, Director of Whisky, and third generation in the family business commented:

“I am absolutely thrilled with the meticulous attention to detail shown in the creation of our 75th Anniversary Single Cask XOP Whisky packaging. The design presents the perfect balance between luxury and understatement and is a fitting tribute to the exceptionally rare Whiskies we’ve chosen to release at the peak of perfection. The fact the packaging went on to inspire our Marketing activities through 2023 is testament to the quality of the design.”