Cheers! A whisky enthusiast’s packaging collection

Whisky. Not everyone’s cup of tea, but for some, a drink worth collecting. The bottle may be the primary packaging, but the cartonboard that acts as the secondary packaging plays a significant role in the value of the whisky.

Jon Haag, Director Consumer Insights, talks to Mattias Klasson, a whisky collector about his extensive collection. Jon finds out why the packaging needs to be protective, well designed and ideally unique to complement the cost of the whisky.