Teacher’s – India’s #1 selling scotch whisky, now in a bold new look

The new look forms part of a global refresh exercise to make Teacher’s contemporary and recruit new consumers into the brand franchise.

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Teacher’s – India’s #1 selling scotch whisky, now in a bold new look

New Delhi, 24th May, 2011: The world’s premier Scotch whisky brand and the No 1 selling premium Scotch brand in India – Teacher’s will now be available in a new exclusive and contemporary look. What doesn’t change is the same uncompromising spirit. The new look forms part of a global refresh exercise to make Teacher’s contemporary and recruit new consumers into the brand franchise. Teacher’s is a Power brand within the Beam portfolio and this new look stays true to its heritage and genuine quality while staying relevant to successive generations of Scotch aficionados. This bold, confident new look adds a new aspirational touch to “The spirit of achievement” and is inspired from the Teacher’s adage that true achievement is not resting on your laurels but striving for the next high.

Teacher’s is a destination brand for consumers looking for fine taste. Over its 181 year history, Teacher’s has had a history of innovation and has changed its packaging over the years with an objective to keep the brand relevant contemporary to the ever evolving Scotch consumer. In 1913 Teacher’s patented “the self opening bottle”. This innovation essentially a tapered cork with a rim gave Teacher’s a 15-year lead over its rivals.

Mr. Harish Moolchandani, CEO & Managing Director, India and Indian Sub Continent, Beam Global Spirits & Wine said, “Teacher’s has grown to its preeminent position by staying true to its heritage and quality. And equally importantly, by embracing change and remaining relevant to successive generation of Scotch connoisseurs who appreciate a fine dram. The same uncompromising spirit, is now in a bold, confident, more premium look that refreshes our brand and brings us closer to the high standards set by William Teacher’s.”

The new Teacher’s Highland Cream bottle now has broader more masculine shoulders, an enhanced bulbous neck adding to style, with William Teacher’s WT insignia proudly embossed adds to authority and reinforces quality. Both the bottle label & the packaging moves away from the traditional all beige look to a new black, white & burnished gold look which shows more liquid and looks elegant and contemporary – representing the new Teacher’s consumer.

Teacher’s 50, the 12 year old blend from the house of Teacher’s retains its old all black & gold look but adapting to the new packaging style and bottle.

Alistair Longwell, Distillery Manager, Beam Global UK Ltd, Ardmore Distillery, said, “The stylish new packaging for Teacher’s accentuates all that is good about this iconic Brand. The boldness of the new bottle design, incorporating the prominent Teacher’s insignia on the bottle front and the Teacher’s name itself down both sides, together with the sleek profile of the new, contemporary label, allow every consumer to clearly see the quality that is present in every bottle – the finest blended Scotch that William Teacher was proud to put his name to.”

Teacher’s has three premium expressions available in India including Teacher's Highland Cream, Teacher’s 50 and Teacher’s Origin. Teacher’s Origin celebrates William Teacher’s origin as a fine blender of Scotch whisky. It is a premium scotch blend that contains 65% malt, greater than any other standard blend and is maturated in 19th century styled Quarter Casks which impart upto 30% more maturation resulting in a rich and smooth taste. The

heart of Teacher’s Origin is Ardmore Malt Whisky which imparts a more traditional peat smoke flavour and rich robustness

About Teacher’s

Teacher’s Highland Cream was the first internationally known scotch to be launched in India. Today Teacher’s is the largest selling scotch brands, ragingly popular in cocktail circuits across the country. The prestigious Teacher’s 50, a 12 year old scotch whisky was specially blended and launched to commemorate the 50th year of the Indian independence.

Teacher’s Origin is an addition to the Teacher’s portfolio that includes eminent expressions like Teacher’s Highland Cream and Teacher’s 50. Teacher’s Origin celebrates William Teacher’s origin as a fine blender of Scotch whisky. It is a premium scotch blend that contains 65% malt, greater than any other standard blend and is maturated in 19th century styled Quarter Casks which impart upto 30% more maturation resulting in a rich and smooth taste. The heart of Teacher’s Origin is Ardmore Malt Whisky which imparts a more traditional peat smoke flavour and rich robustness.

ABOUT BEAM INC.:

Beam is one of the world’s largest premium spirits companies, encompassing a portfolio of nearly 100 brands (including 10 of the world’s top-100 premium spirits brands), more than a dozen global operating and commercial facilities and 3,200 employees worldwide. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Teacher's® Scotch Whisky, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, Hornitos ™ Tequila, EFFEN® Vodka, Larios® Gin, Whisky DYC®, DeKuyper® Cordials, Knob Creek® Bourbon and Skinnygirl® Cocktails. Growth through innovation is a key strategy at Beam Global, with Red Stag by Jim Beam® Bourbon, Cruzan® 9 Spiced Rum, Maker’s 46™ Bourbon and Courvoisier® 12 Cognac and Courvoisier® 21 Cognac all being launched as new products over the past two years. Beam is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company.

For more information on Beam Global, its brands, and its commitment to social responsibility, visit www.beamglobal.com and www.drinksmart.com.