By Natalie Mortimer

Until a few years ago, single malt whiskies were regarded as the drink of choice for legions of grey haired conservative old men. They were the go-to gift for the father in law. The semiotics of the category were commensurate with its old fashioned image. Cream label + etching of distillery building / stag / rural scene + typographic flourishes + master distiller’s signature. Design by numbers.

Now, however, the single malt category is in the middle of possibly its biggest upheaval. Good Lord, even Christina Hendricks drinks whiskey! How cool is this tipple?

In design terms, a bold new aesthetic is Read full story ›

Source: The Drum