The Swedish-based Box Distillery will switch its name to High Coast Distillery.
The change comes from the board of directors of Box Destilleri AB following the discovery in 2017 of a brand collision. The Bacardi-owned whisky company Compass Box drew attention to the confusion that could arise among whisky consumers due to the similar names the companies have. Compass Box has long been established in a number of international markets where a risk of conflict exists.
Following legal consultations and market analyses, Compass Box agreed that it would be inopportune for two whisky companies to operate under the name of Box.
The first High Coast bottles will be launched on the national and international markets as early as this autumn. The name change will take place on 30 June in conjunction with the Box Whisky Festival.