Historic whisky brand Glen Rossie have revamped their bottles and labels after hiring Status Quo's Francis Rossi for inspiration.
The Status Quo guitarist was made chairman of the historic whisky brand after buying a large stake in the business alongside drinks manufacturer Brand Cellar.
Packaging News reports that rock star Rossi was introduced to the whisky brand on a tour, when a member of staff thought it would be amusing to present him with a drink of a similar name. From that point on, bottles of Glen Rossie went on all the band's future tours.
In a bid to attract new consumers and raise brand profile, Glen Rossie decided to redesign their product labels and bottles to appeal to a wider audience. In addition, the drink has relaunched its website with multiple references to rock star and chairman Rossi. Generating further interest, the company is set to give away the first 30 signed bottles.
As a result of the rebranding, owner Brand Cellar is reportedly in talks with distributors to find sales channels for its 196 year old tipple.
Chief executive officer at Brand Cellar, David Birchall, commented on the rebranding, saying: ''Glen Rossie has a tremendous whisky heritage and as we approach its 200th anniversary in 2014 we have the ambition to turn it into a global brand''
''We signed a deal with Francis this year in Melbourne where he was touring and as chairman we believe he can help us reinvigorate sales not just in the UK but, as someone who has sold 118 million records worldwide, overseas too.''