Diageo unveils new design for Bell’s whisky

The new design is rolling out now in 700ml and one-litre formats, featuring an image of the brand’s founder Arthur Bell.

The new design is supported by a TV advert and radio and social media support running until 31 December, supported by a £1m media investment.

Violeta Andreeva, marketing director of whisky at Diageo, said: “While we wanted to update the look of the bottle, we had to stay true to its heritage and constantly asked ourselves what Arthur Bell would have done.

“Keeping in line with its traditional roots led us to the new campaign idea – drop by for a Bell’s with loved ones and enjoy a special dram together this Christmas.”