PRESSIdeas June 2020 issue

pressideas/ plc
Luxury Box matches whisky’s regal roots
The packaging by Pollard Boxes conveys the luxuriousness and premium nature of the new whisky,
ensuring high impact on-shelf and delivering a superior opening experience for the consumer.
A striking presentation box produced by
Pollard Boxes is helping to underline the
significance of the latest addition to the ‘King
of Whisky’ Royal Salute’s permanent range.
The new Treasured Blend is the first 25 year
old expression in the Royal Salute portfolio.
Created by Master Blender Sandy Hyslop,
it has been inspired by the Crown Jewels
of England, bringing together precious and
powerful whiskies first laid down a quarter
of a century ago, and today fit for modern
royalty.
The key requirement for the packaging was
to convey the luxuriousness and premium
nature of the new whisky, ensuring high
impact on-shelf and delivering a superior
opening experience for the consumer.
The box is manufactured in a book cloth
material combined with intricate fine gold foil
patterns and text throughout. The special
double door design incorporates two highly
detailed metallised labels on the front and
then opens to reveal a stunning panoramic
illustration from Royal Salute collaborator and
fine artist Kristjana S. Williams. This depicts
the animals of the Royal Menagerie attending
a coronation celebration surrounded by
the precious Royal Regalia at the Tower of
London.
The open weaves in the book cloth required
complete attention to detail during the foiling
process by Pollards’ expert in-house team.
A similarly high level of technical skill was
required in the production of the five-door
design, combining traditional production
methods with the latest automated
equipment.
The box also incorporates Pollard’s unique
FOTL (Front Opening, Top Loading)
technology. This provides a faster and
more efficient packing process by allowing
the bottle to be placed into the box while
remaining in a case of six for onward delivery.
The lid is then locked into place, enabling the
box to be opened from the front for effective
display on the retail shelf. Vacuum formings
in the lid and base hold the bottle firmly in
place throughout the distribution chain.
“The 25 Year Old Treasured Blend continues
Royal Salute’s legacy of distinction for
elegantly crafted Scotch whisky,” commented
Richard Neil, Project Manager, Chivas
Brothers.
“The presentation box delivers exactly the
exceptional quality of appearance and finish
required to reflect the premium nature of the
whisky to our global consumers.”
Royal Salute was first created as a gift for
the coronation of Queen Elizabeth II in 1953
and has since been the official partner of
all ceremonial royal gun salutes fired at the
Tower of London.
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