Dimple fine old original 15 year De Luxe scotch whisky miniature. South Korea.

Origins: The Haig Family

The story begins with the Haig family, one of Scotland's most important whisky dynasties.

• The Haigs were involved in distilling as early as the 17th century.
• By the late 1800s, they were among the largest whisky producers in Scotland.
• The family's Lowland grain whisky operations supplied spirit for many blends throughout Britain and the Empire.

The success of Haig whisky was built on consistency at a time when Scotch was becoming a global export.

Birth of Dimple

The Dimple trademark was registered in 1893.

The whisky was created as a luxury blend aimed at wealthier consumers. At a time when many whiskies were sold in plain bottles, Haig chose to distinguish Dimple through:

• A unique bottle shape
• Premium age statements
• Higher-quality packaging
• International marketing

The name "Dimple" came from the bottle's indentations and curved profile.

The Famous Bottle

No discussion of Dimple is complete without the bottle.

The bottle became famous for:

• Rounded triangular shape
• Pinched or "dimpled" sides
• Distinctive appearance on a back bar
• Gold mesh or wire wrapping on many larger bottles

By the early 20th century, the bottle was a registered design and had become one of the most protected whisky packages in the industry.

Among whisky historians, it is often considered one of the first truly successful examples of modern spirits branding.

International Success

During the first half of the 20th century, Dimple spread worldwide.

Major markets included:

• United Kingdom
• Germany
• Italy
• France
• Spain
• Far East markets
• Duty-free channels

Unlike many Scotch brands that focused heavily on Britain, Dimple became especially strong in continental Europe.

Germany in particular became one of the brand's most loyal markets, which explains why collectors frequently encounter German-market miniatures and full bottles.

Dimple De Luxe

This premium expression became known as:

Dimple De Luxe

This bottling was marketed as a mature, luxurious Scotch blend.

Typical characteristics:

• Rich honey notes
• Soft malt sweetness
• Light smoke
• Dried fruit
• Gentle oak influence

For much of the twentieth century it was positioned above standard blended Scotch brands.

The 15-Year-Old Era

By the late twentieth century, Dimple became strongly associated with the:

Dimple 15 Year Old De Luxe

The age statement helped reinforce its premium credentials.

For many consumers during the 1970s, 1980s and 1990s, Dimple 15 Year Old was regarded as a step above mainstream blends such as:

• Bell's
• Teacher's
• White Horse
• J&B
• Vat 69

It occupied a similar market position to premium blends such as Chivas Regal and Johnnie Walker Black Label.

Corporate Changes

The brand passed through several major owners:

1. Haig
2. Distillers Company Limited (DCL)
3. United Distillers
4. Diageo

When Diageo was formed in 1997 through the merger of Guinness and Grand Metropolitan, Dimple became part of the new company's portfolio.

Haig Dimple

During later years the branding evolved.

Many bottles began displaying:

Haig Dimple

rather than simply Dimple.

This reflected the company's desire to reconnect the brand with its historic Haig heritage.

Collectors often use label wording to estimate a bottle's age:

• Earlier bottles: "Dimple"
• Transitional bottles: "The Original Dimple"
• Later bottles: "Haig Dimple"

Miniature Bottles

Dimple produced miniatures in many formats:

• 4.7cl
• 5cl
• 1/10 pint
• 50ml

Collectors prize them because the labels changed frequently.