Following the change of ownership, the Glenmorangie product line was rebranded to increase its appeal in the overseas luxury goods market. A new, more curvaceous, bottle was introduced and the Wood Finish whiskies were given new names such as The Quinta Ruban, Nectar d'Or and LaSanta. According to Professor Paul Freathy, the director of the Institute of Retail Studies at the University of Stirling, "The French-sounding names are an unusual innovation, because what makes whisky unique is the traditional tie to Scotland. It's a brave strategy."