Diageo has unveiled a packaging update for Bell’s Original Whisky, available now across all major grocers and wholesalers in 70cl and 1l formats.

The new bottle features founder, Arthur Bell, to showcase the brand’s heritage in a contemporary way, maintaining its identity and stand out on shelf.

The manufacturer has also invested £1m into a new media campaign, spanning across TV, radio and social media, which features doorbell chimes ringing out to the tune of Scottish poem, Auld Lang Syne by Robert Burns.

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George Harper, whisky specialist at Diageo, said: “For many years, Bell’s has been crafted for the enjoyment of those who appreciate the taste and expertise of a blended scotch. The brand has evolved and introduced an improved taste for Bell’s Original, aimed at Bell’s drinkers old and new. Best enjoyed neat or over ice, the liquid offers a smooth taste with a smoky finish for those who don’t want to compromise on quality.

“We have always followed Arthur Bell’s own advice that a good quality whisky can speak for itself. While Bell’s has been a firm favourite of the nation for years, this year we are excited to have it stand proud in home bars with its new look – offering a smooth and refined taste, still built around the signature Bell’s Original our fans know and treasure.”