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Give it some welly: Laphroaig unveils boot-inspired packaging

It has become very trendy for spirits brands to team up with fashion labels, but Scotch whisky distillery Laphroaig has taken the idea in a rather different direction.

A number of spirits brands have launched clothing lines in recent months, from Jameson whiskey’s retro styled football shirts created with menswear label Percival to Bombay Sapphire’s collection of cocktail-inspired accessories, but it’s rare to see it go the other way.

However, Islay-based Scotch whisky distillery Laphroaig has bucked the trend, releasing an outer packaging inspired by none other than the iconic Wellington boot.

The green rubber bag housing the 10-year-old single malt bears a strong resemblance to a welly, and was developed by London-based design agency Butterfly Cannon.

Inspiration for the unusual packaging for the peated whisky was taken from the rubber boots worn by visitors to the distillery.

“These iconic green wellies are an overt symbol of Laphroaig’s connection with its land and became our playful inspiration,” a statement from Butterfly Cannon explained.

In addition to the front of the bag being embossed with a large letter ‘L’ and the words ‘Friends of Laphroaig’ (a reference to how you have to be a ‘friend’ of the distillery to wear its wellies), the ‘tread’ of the bag also sports a pattern made of many letter ‘Ls’.

The designers did not intend for the bag to just be single use, however.

“With its durable construction and side strap for easy carrying,” the statement explained, “the boot pack was designed for reuse, not as a boot mind, but as an outdoor container to carry your camping gear, art supplies, water bottle, or perhaps another bottle of Laphroaig?”

As well as social media and other digital activity, Butterfly Cannon has revealed that the eye catching new packaging will be promoted through various off-trade brand activations.

Related reading:

Why are fashion collaborations the new big trend for whisky makers?

Special HRH King Charles III bottles of Laphroaig up for auction

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