The jury said that the new Naked bottle successfully repositioned the brand and targeted younger consumers who were not tied to the traditional whisky rules. The brand strategy of Naked Grouse focused on the ‘live naked’ ethos as an expression of liberation, relaxation and purity thus talking directly to the attitude of the targeted global consumer.
Commenting on the recognition, Global Marketing Manager, Naked Grouse, Elaine Miller said that the renewed Naked Grouse relaunch resulted in a 21% brand growth with the brand continuing to grow 22% in 2018-19. He added that the whisky of ‘live naked’ won 7 prestigious whisky awards within the first year.