Distell’s Three Ships Whisky brand just keeps going from strength to strength. Their growing popularity both locally and abroad along with their wins in a host of spirits competitions in recent years has put them in the limelight. Instead of sitting back and relaxing, the team is pushing forward. Andy Watts, master distiller for Three Ships, continues to produce quality whisky and we’re all waiting for the day when he gets to release some of the hidden treasures that are tucked away in his warehouse.
The marketing team lead by Liezl Dippenaar, have also upped their game and have released a new look for the Three Ships whisky range. Don’t worry folks, the juice is still the same, it’s just the packaging that has been updated!
You’ll see a ton of sites sharing the same press release photos of the new bottles, but I thought it would be interesting to compare how the 2015 bottle design has evolved from the old one, so here I compare the old Bourbon Cask Finish bottle to the new one…
Three Ships Old Bottle vs New Bottle – Front View
The first thing you’ll notice is the one on the left is empty! Three Ships doesn’t last too long in this household 
The “dumpy” look has been updated with a much sleeker, more chiseled look. The 2015 bottle is slightly taller. It’s almost like a before-and-after photo of a successful body transformation story. In Liezl’s words “The new packaging enriches the iconic visual cues of the brand and gives a greater prominence on shelf due to its fresh and contemporary design.”
Three Ships Old Bottle vs New Bottle – Front Label
The changes to the label are multiple, and obvious. The ships are still there and the wording remains the same, albeit shifted around a bit. The “International Award Winning Whisky” text on the old bottle has been replaced by a series of Gold Medal award images. The signature knots are absent from the new bottle. More red and a more “bling-y” gold has been used. An attempt to move it in the “premium whisky” direction perhaps? Looks like it as Liezl’s comment is “Our aim was to add a more modern and premium look to our brand without compromising on our proud heritage.”
Three Ships Old Bottle vs New Bottle – Bottle Cap Details
Small changes here too. A slightly broader red strip and knot design and a slightly heavier font. Changing the “Three Ships” text to white also makes it stand out a bit more on the shelf.
Three Ships Old Bottle vs New Bottle – Rear View
The colours and design from the front label are reproduced on the back, with the blurb on the label remaining the same: “In the tradition of superb quality for which it is internationally acclaimed, Three Ships presents a further experience of the whisky maker’s art. Three Ships Bourbon Cask Finish was created with a final marriage period in specially selected bourbon casks. The soft honeyed sweetness and vanilla notes are complemented by subtle hints of pepper and spice.”
A noticeable change in wording appears at the bottom of the label. The old stated “Blended and bottled in South Africa” whereas the new states “Produced in South Africa & Scotland and bottled in South Africa”.
Three Ships Old Bottle vs New Bottle – Embossed Logo Differences
The embossed knots and “Three Ships Whisky” text on the old bottle is now replaced with a representation of three ships sailing with their sails fully unfurled. I personally would have liked a slightly more detailed representation of the ships myself, but I’m really nit-picking here.
Three Ships Old Bottle vs New Bottle – Top View
Finally, a quick look at the top of the cap. The only difference being that the “Three Ships” working is in white on the new bottle.
Conclusion
It’s always been about what’s inside the bottle that counts for me, but there is no denying that the extrinsic changes to the bottle have improved its shelf appeal significantly. And I must say, from an ergonomics perspective, I absolutely love the narrower waist. It fits really well in my hand now, making it much easier to pour the whisky, not that I’ve ever needed any help when it comes to this proudly South African beauty.
Here’s to the brand going from strength to strength. As I’ve mentioned to Andy several times, #WorldDomination #OneBottleAtATime
Sláinte!
more on fr1day.co.za
