Packaging News: Beverage-makers redesign packages to reflect values
Honest Tea, Agua among non-alcohol brands to get new packaging designs
Pernod Ricard USA introduced the Limited Edition Andy Warhol Absolut bottle, which celebrates the brand’s past collaboration with the artist. The bottle design embodies the brand’s commitment to supporting all things rooted in artistic expression and creativity, the company says. Approximately 4 million limited-edition bottles will be distributed worldwide. A portion of the proceeds will benefit The Andy Warhol Foundation in support of contemporary visual arts.
New look, new distribution
Approximately one year after its launch, Agua Enerviva introduced a new bottle structure and labels for its line of functional enhanced waters. The new packaging coincides with the brand’s expansion throughout the Northeast and in key national accounts. The new look is clean, modern and consistent with the brand’s “natural energy” positioning, the company says. In particular, the new bottles boast a sleeker structure and label-free look.
Mixing it up
Heineken USA brought back its popular Beers of Mexico variety pack with a new, limited-edition variety: Dos Equis Invierno. The mixed pack also includes Dos Equis Lager, Tecate and Sol beers. Dos Equis Invierno is a winter bock that adds a seasonally relevant style to the Beers of Mexico variety pack that will encourage trial and drive incremental sales for retailers this holiday season, the company says. The Beers of Mexico variety pack is available through Dec. 31 in 12- and 24-ounce-bottle formats.
Honest Tea, an independent operating unit of The Coca-Cola Co., refreshed its glass-bottled line of teas to deepen the brand’s mission and broaden its impact, the company says. New labels for the glass bottles will feature the product line’s new membership in 1% for the Planet, which commits Honest Tea to contribute the equivalent of at least 1 percent of the product line’s annual sales to organizations working toward positive environmental change. The labels also are being updated to bring to life the images and inspiration behind each tea variety as well as to link more closely to the broader Honest beverage portfolio, the company says. Inspired by the brand’s first bottles from 1998, the labels were designed in-house using its signature “T” imagery as a starting point. The art was developed in collaboration with an oil painter and expanded around the label for an artistic interpretation of each variety’s origin and spirit, the company explains. Colorful frames surround a new off-white parchment background, it adds. The labels also introduce a new brand logo that will be used across all Honest beverages.
In honor of the 50th anniversary of Luxco’s Lord Calvert brand, the company returned the Canadian whisky to its original embossed bottle but with a refreshed label, it says. The current round bottle will be phased out of production, being replaced with the proprietary embossed square glass bottle. The bottle was created and produced by the Ardagh Group and is available in 1.75-liter and 1-liter sizes. “When we purchased this brand from Beam in 2012, we received feedback from consumers and trade partners to bring back the square bottle,” said Steve Einig, chief marketing officer at Luxco, in a statement. “The change is both about demand as well as bringing the brand back to its roots. With the square bottle, more expensive glass and contemporary logo and label, the package now matches the quality of the whisky inside.” The new, refreshed label, designed by Rogers/Townsend, is a modernized version of the previous design and adds an updated and modern look to the brand, the company adds.