The Black Douglas needed a refresh that not only reflected its positioning as the No. 2 Scotch whiskey in Australia, but also allowed for the growth into premium and ready to drink offers.

Sir James Douglas (also known The Black Douglas), a Scottish knight and feudal lord, was one of the chief commanders during the Wars of Scottish Independence.

Boldinc nurtured and crafted the soul of the brand, driving authentic heritage back into The Black Douglas by embracing its history and the spirit of its Celtic roots.