The proudly South African and award-winning Three Ships whisky has introduced a new label design and bottle shape for its range, available country wide from mid-October.

Marketing manager, Liezl Dippenaar, said, “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. Our aim was to add a more modern and premium look to our brand without compromising on our proud heritage.”

It’s been almost four decades since the first Three Ships whisky was launched and the years since have been filled with many milestones and achievements for the brand, including World’s Best Blended Whisky award at the 2012 World Whisky Awards as well as gold and double gold at all the major international whisky competitions.

Dippenaar says extensive research went into the bottle design which now features more prominent and distinctive lines and curves. “Bold and dynamic elements such as the masculine shoulders, thicker glass base and new label shape all blend seamlessly with the iconic Three Ships illustration, the rope detail in the logo lock-up and embossing which allows for easier handling and a perfect pour.”