An Icon reimagined- Made for discoverers, ritual makers, and the curious cats, The all-new Antiquity is here

The all-new Antiquity Blue has been carefully designed for a contemporary, young affluent Indian; the ones who are seeking different, and to break away from established codes. For those who are actively looking to discover new stories and experiences, and those who have a keen eye for both quality and aesthetics.

The new expression is a celebration of the two equally strong facets intrinsic to the brand- the superlative product anchored in the original art of whisky making, and the spirit of creativity, which the brand has been evoking, since its inception. Bottled in a modern contemporary expression, a distinct off-centred cobalt blue bottle, reminding one of the iconic Antiquity Blue bottles that were first released in 1992. The Heron on the label is an icon, a symbol of grace and elegance. In flight, it embodies the spirit of fearless exploration; set against deep layers of blue that signify blue skies and limitless possibilities.

The iconic liquid that has been loved for over 3 decades and gained cult status remains unchanged and true to the timeless art of whisky making, through the tradition of distillation in copper pot stills. Made using scotch malts and grains from the 200-year-old Cameron bridge distillery, along with select Indian malts, it is blended to perfection by our Master Blender Craig Wallace. The Antiquity Blue is a rich, versatile, and flavourful whisky that retains its character, while bringing alive varied experiences, irrespective of your choice of mixer.

Speaking on the refresh, Ruchira Jaitly, Chief Marketing Officer, Diageo India said, “Antiquity Blue, has defined what a true cult brand looks like among Whisky drinkers, with a highly rated unique liquid and iconic identity that stands apart from any other proposition on the shelf. However, we felt it was time to make the packaging better represent the spirit of the brand for this discerning audience and equally, to highlight the unique legacy of the brand and extend its footprint with young LDA whisky consumers who are looking for stand out liquid experiences. We believe that the new brand identity brings alive the proposition better than ever before and can’t wait for everyone to take home this renovated bundle and immerse themselves in the world of Antiquity.”

Led by Bulletproof, the team behind the iconic brands such as Johnnie Walker, Smirnoff, Captain Morgan and Royal Challenge, the renovated Antiquity pack introduces a design language that is subtle and unique in redefining the position of the whisky as a more premium yet cult brand.

Speaking about the design, Executive Creative Director Mark Armstrong, Bulletproof said, “With the vision to be one that fosters creativity and discovery, the new Antiquity Blue will inspire you to break away from the traditional norms of the world and stay dynamic, open-minded, and determined towards your craft. Further, with this renewed pack, the brand is in line to become the most aspired for those who have a quest to chart their own path and spark the spirit of discovery and expression.”

The refreshed packs will go on shelves across the country starting September 2023.