The Glenlivet, a brand of New York-based Pernod Ricard USA, announced a refreshed vision for the Scotch whisky category through a powerful portfolio redesign and bold initiatives to bring modernity to category consumption and gifting occasions, including collaborations with Inez & Vinoodh and actress La La Anthony, the company says.

Debuting this month, The Glenlivet will feature a refreshed vision with the brand’s bottle redesign, it adds. The redesign includes replacing the longstanding green glass bottle with a clear bottle, accentuating the golden hues of the whisky and a new, modern logo. Also added was a smooth-flowing curve to celebrate the heritage of The Glenlivet, which means smooth-flowing one, the company says. The Glenlivet 12-Year-Old and The Glenlivet Founder’s Reserve expressions are the first to showcase the packaging redesign, followed by the rest of the core range.

In support of the brand's redesign, The Glenlivet has collaborated with fashion and fine art photographers Inez & Vinoodh. Through this partnership, the photographers will produce a disruptive, visual approach that highlights the portfolio's new modernized packaging and help bring a fresh perspective to the category, the company says. The Inez & Vinoodh creative will come to life through brand communications this spring, it adds.

"I'm incredibly empowered by the work we're doing at The Glenlivet to embrace the next generation of single malt drinkers," said Sona Bajaria, vice president of marketing of The Glenlivet for Pernod Ricard USA, in a statement. "As we inject this sense of modernity into a traditional category, we're asking ourselves 'why aren't we talking about Mother's Day?' and thrilled to be inviting bold thinkers like La La Anthony to be part of these new perspectives as we push the category forward through Mother's Day, Father's Day and beyond."

In continuing to open up the category to new audiences, the brand is hoping to give the gift of giving this Mother’s and Father’s Day, while also giving consumers a chance to be among the first to gift the new contemporary look of The Glenlivet bottle design, the company says.

To collaborate with Mother’s Day, the brand is presenting The Drop Shop: Mother’s Day Edition, an immersive Mother's Day shopping experience by New Stand in partnership with Anthony. The gifting pop-up experience is taking place May 4-12 at New Stand at 306 Bowery St. The reinvented and reimagined retail destination is hosting a curated selection of Anthony’s picks that celebrate the inspirational mothers in our lives, in addition to The Glenlivet personalized labeling stations to toast to these bold women with a quality single malt.

"For too long the perception has been that Scotch is for men and only a gift for Father's Day, but who says women don't love Scotch and want whisky this Mother's Day?," said Anthony, in a statement. "We're fortunate to be in a society where we can push change and celebrate powerful opinions and people. Working alongside The Glenlivet to be part of this movement is an empowering feeling and I'm proud to toast to all moms in the world driving change."