Whisky brand gets Status Quo makeover

LONDON - Two hundred year-old whisky brand Glen Rossie has been given a rock-style makeover following investment by Status Quo frontman Francis Rossi, who is to front PR and marketing activity.

Glen Rossie: new website featuring Status Quo's Rossi
Glen Rossie: new website featuring Status Quo's Rossi

The packaging for the whisky, which is owned by The Brand Cellar, has been overhauled by design agency Pocket Rocket. The new-look bottle features a plectrum motif and the line 'Rocking since 1814'.

Meanwhile, creative agency Redroute has revamped the brand's website, Glenrossiewhisky.com, and has been tasked with creating an ad campaign.

"Glen Rossie has a tremendous whisky heritage and as we approach its 200th anniversary in 2014 we want to turn it into a global brand," said David Birchall, chief executive of The Brand Cellar.

Rossi signed up to become the face of the brand earlier this year, with Birchall claiming the rock legend can improve Glen Rossie's success in overseas markets: "As 'front man' for the Glen Rossie brand, we believe he can help us reinvigorate sales not just in the UK but, as someone who has sold 118m records worldwide, overseas too."

The brand made £7m from UK retail sales last year, according to The Brand Cellar.