McCormick Distilling Co., Weston, Mo., rolled out new
holiday promotional packaging for McCormick Irish Cream. The dark bottle
incorporates a classic design with images of the Irish countryside, and in
addition to 750-ml., 1-liter and 1.75-liter sizes, the product is available
in a new 750-ml. gift pack with two glasses etched with the McCormick logo.
“We thought a more traditional look would go
hand in hand with the product’s very popular traditional
taste,” said McCormick’s Vic Morrison, vice president of
The company also decorated its Sgt. Peppermint in a
candy cane-inspired bottle. Bottles of the new peppermint cream liqueur
feature peppermint swirls and will be distributed nationally.
HOLIDAY GIFT SETS
Heaven Hill Distilleries, Bardstown, Ky., created gift
sets for the holiday season for many of its brands, offering everything from martini glasses to tiki mugs as value-added
additions. “Distilled spirits sales are always highest during the
months of November and December, and retailers can take advantage of our
value-added gift sets to build holiday gift-giving centers, and to
encourage impulse purchases,” says Kate Latts, director of marketing
for Heaven Hill Distilleries.
For its Hpnotiq brand, which is popular in martinis
and cosmopolitans, the company offers a hand-blown aqua blue martini glass
with the purchase of a 750-ml. bottle, and a metallic silver outer carton
decorated with Hpnotiq logos. Also included on the top flap of the carton
is a mail-in coupon to order additional martini glasses.
Evan Williams Single Barrel Vintage Bourbon is paired
with an engraved silver “tipping jigger” and logoed rocks
glass. The tipping jigger is a traditional way to chill whiskey by
suspending it over ice on the rim of the glass. The gift set is packaged in
a black and gold outer carton that reprints reviews by international
Give. Live. Love. Coke.
The Coca-Cola Co. brought back the Coca-Cola Polar
Bears this season as part of the company’s “Give. Live. Love.
Coke.” holiday theme, which has been incorporated into product
packaging and merchandising. The holiday look can be found on all of the
Coca-Cola branded products as well as Sprite packaging. Retail outlets will
be able to merchandise products from specially designed Polar Bear and
Sundblom Santa case stackers, as well as the 2-liter “Sprite
Tree,” a merchandising rack filled with 2-liter bottles configured to
look like a Christmas tree.
Reflecting unique attitudes
The Bailey Group, Plymouth Meeting, Pa., designed
holiday promotional packages for Frangelico, Licor 43, and Glenfiddich,
which are distributed in the United States by Wm. Grant & Sons.
“When developing distilled spirits holiday gift
packaging we dig really deep to tap into the attitude of both the user and
the gift giver to create packaging that leverages the unique elements of
each brand and that speaks to each brand’s key audience,” says
Dave Fiedler, creative director at The Bailey Group. “We also
carefully examine product shelf placement and all competition.”
For Frangelico, the company designed a colorful
holiday carton and gift pack, which includes a 375-ml. bottle and two
glasses. Licor 43 features packaging intended to convey its flavor profile
and ways to enjoy the product. The company used flavor-inspired colors and
imagery to convey the vanilla and orange citrus flavor as well as varying
sizes of snowflakes and four drink recipes.
Glenfiddich Single Malt Scotch Whisky was packaged
with two Scottish cut glass tumblers in a promotional carton designed to
Stocking stuffers for tea-lovers
The Republic of Tea, Novato, Calif., rolled out the
2005 Holiday Collection, a limited-edition line of flavors and gift tins.
The line includes Harvest Mood Tea — Herbs of Reflection; Comfort and
Joy Tea — Holiday Spice Blend; the Comfort and Joy Tea
Traveler’s Tin containing six tea bags; and Tea of Good Tidings
— Winter Fruit Blend. The company also offers the Tea & Infuser
Gift Set, a full-sized tea tin and stainless steel infuser; and the Fair
Trade Tea Sampler Gift Cube.
Effen and the Rolling Stones
Effen Vodka, marketed by a joint venture between jstar
Brands and Barton Brands, Chicago, features a limited-edition gift pack
that pairs a bottle of Effen Vodka and the Rolling Stones’ latest
album release, “A Bigger Bang.” The gift pack retails for $30,
and is being distributed nationwide. The promotion is not the first
star-studded campaign for the vodka brand — it was a sponsor of the
Mercedes Benz L.A. Fashion Week and the Rock & Republic fashion show,
it was the official spirit in the Oscar nominee gift bags for the past two
years, and was featured on The Tonight Show with Jay Leno.
Packaging and promotions
Pernod Ricard’s Canadian Club whisky,
Courvoisier cognac and Sauza tequila have been given value-added packaging
and in-store promotions for the holidays. Canadian Club continues the poker
theme launched in May with a commemorative poker bottle and gift box, a
bottle packaged with rocks glasses, or a traditional bottle in a gift box
with Canadian Club gift wrap. Courvoisier has been packaged with two
highball glasses, and VSOP with two rocks glasses. For the Asian market,
Courvoisier XO Imperial has been marked with Chinese calligraphy.
Sauza Tres Generaciones Añejo has been packaged
with two branded sipping glasses, and Tres Generaciones Plata with a 50-ml.
bottle of Sauza Reposado and a 50-ml. bottle of Sauza Tres Generaciones
Añejo. Sauza Hornitos also is packaged with two Sauza-branded shot