The outlook on the Scotch whisky segment in India is masculine. It is traditionally an expensive drink that symbolizes achievement and success. Taali Creative has taken its brief to create an India relevant packaging and brought focus on the Cutty Sark spirit and personality. The symbology of the shield, ship elements have been emphasized so the brand does not lose its character in its effort to relate to a local market. Contrasting colours were used to create shelf presence and visibility. To hold, the pack has a texture created with UV varnish which deepens the idea of a stormy sea.

Edrington owns some of the leading Scotch whisky and spirit brands in the world, including Cutty Sark, The Macallan, Brugal, The Famous Grouse, Highland Park and Snow Leopard vodka. The origins of the company stretch back to the mid-nineteenth century, when William Robertson founded the Robertson & Baxter company in Glasgow. Edrington Kyndal India Pvt Ltd is a 50:50 JV between Kyndal Group and Edrington Distillers to bottle, market and distribute Cutty Sark blended scotch whisky in the Indian market. This is the first time Cutty Sark will be bottled outside of Scotland. The market for Scotch whisky is growing internationally. Edrington’s expertise in premium spirits, combined with Kyndal’s strong distribution, created a great opportunity to make Cutty Sark more accessible to premium consumers in the dynamic and growing India market.