Glengoyne Highland Single Malt Scotch Whisky has partnered with revered conceptual artist, Jonathon Keats on a one-of-a-kind “unhurried” art project to celebrate its new look.
Jonathan has worked with a selection of poems from some of the world’s leading poets to create unique artworks that will reveal their words over the next two to 50 years.
Each piece has been created using an innovative printing technique which will allow the concealed poetry to appear slowly, in its own time, based on exposure to ultraviolet light.
The project, inspired by Glengoyne’s own unhurried approach to whisky making, is set to challenge consumers’ relationships with time and appreciation of craft.
Five poems, each themed around time, will hang at the distillery for the next 50 years to commemorate the relaunch, as well versions being exhibited globally.
They have been written by some of the world’s most exciting poets, including Cat Hepburn and Jeda Pearl (Scotland), Courtney Peppernell (Australia), Alison Malee (America) and Martin Reints (Holland).
Katy Muggeridge, senior brand manager for Glengoyne Highland Single Malt, said: “As everything becomes instantaneous, delivered next day, our appreciation of craft and time is definitely diminishing.
"At Glengoyne we have always valued the role time can play and its importance to our whisky in creating outstanding flavour.
"That’s why for this special re-brand, we wanted to bring the idea of unhurried into a different space, with something that’s never been done before.
"These special pieces of literary art won’t be immediately available for people to view. Instead, they will appear over time, when they are ready.”
A version of each poem will also be exhibited in the home countries of the poets from October, including at renowned whisky bars, The Brandy Library (New York), The Ubiquitous Chip (Glasgow), J.D. Williams (Amsterdam), as well as Michelin-starred restaurant City Social (London) - creating a truly one-of-a-kind global exhibition.
It's time for a new look...
The Glengoyne Collection has had a bit of a refresh on the outside, with our new, 100% recyclable, locally sourced packaging.
But don't worry, inside is still the same great whisky you've been savouring for years. And for a long time to come... pic.twitter.com/nnE3MbVE9o
— Glengoyne (@Glengoyne) September 9, 2020
The project coincides with the launch of a brand-new look and feel across the brand’s entire portfolio. The new design celebrates the
brand’s connection to time as Scotland’s slowest distilled malt, unhurried since 1833, which helps create its sweet, fruity spirit.
Roman numerals of a traditional clock line the new label and a goose from the distillery's crest can be seen behind the Glengoyne branding.
As part of the distillery’s long-standing commitment to sustainability and the future, the new Glengoyne Collection will be fully recyclable, free of plastic and magnets, and locally sourced, with nearly all of the material originating from Scotland.