This whisky maker's AI packaging design feels weirdly off-brand

The Glenlivet whisky bottles featuring AI art
(Image credit: The Glenlivet)

How does the oldest legal distillery in Scotland show it's still relevant in the year 2024? And how does it demonstrate that its ultra rare 50-year-old whisky is worth the €40,000-per-bottle price tag? By putting AI art on its packaging design, apparently.

From Xbox to Marvel, we've seen plenty of examples in recent months of brands getting caught out and lambasted for using dodgy AI artwork. But Glenlivet is (so far) a rare example of a luxury name actually highlighting the use of AI as if it were a selling point that adds value to its product (see our pick of the best AI image generators if you want to make your own).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.