Beverage companies continuously innovate their packaging designs to keep up with consumer trends.


The perfect balance

Treaty Oak Distilling announced a design refresh to correspond with its new expansion plan. The new design is featured on its full portfolio of three hand-crafted whiskeys and three hand-crafted gins. Treaty Oak bottles now mimic the look and feel of the brand’s website and company logo, designed by creative agency Crispin Porter+Bogusky, the company says. The whiskey portfolio now features paint-dipped background colors and texture with a classic design, while the trio of gins include disruptive paint strokes over a juniper stem wrapped in oak leaves, it adds. “We strive to strike the perfect balance between heritage and innovation,” said Daniel Barnes, founder of Treaty Oak Distilling, in a statement. “Our willingness to be different based on knowledge and expertise is what sets us apart.” Until recently, Treaty Oak Distilling was sold only in Texas, but with its new partnership with Mahalo Spirits Group, the premium spirits company was able to expand its U.S. footprint to new markets, including Florida, Georgia, Illinois, Michigan, Tennessee and Virginia, the company says.

Artist created

Belvedere Vodka announced a global partnership with visual artist, musician and activist Laolu Senbanjo, which includes a new limited-edition bottle. The limited-edition bottle visually brings to life Senbanjo’s interpretation of the complexity, nuance and character of the Belvedere liquid, the company says. The new bottle design uses high-quality, full-wrap sleeve technology and features a flowing design with sharp edges that represent the water and rye working together to produce dimension and taste, it adds. “When Laolu paints a subject, each design is unique to what he believes depicts their inner beauty,” said Rodney Williams, president of Belvedere Vodka, in a statement. “This phenomenal message is seamlessly in line with our mission to reveal the unexpected beauty in life.” Proceeds of the new bottle will support the global fund to help eliminate HIV/AIDS in Africa, the company says. Launched in September, the new design is available in 1-liter and 1.75-liter bottles.

Craft mixers

Powell & Mahoney, the makers of craft cocktail mixers, announced it transitioned its packaging from plastic top carriers to recyclable corrugated boxes. The new packaging will provide Powell & Mahoney a creative canvas to communicate what sets them apart within the competitive carbonated mixer category, it says. “Our new packaging was designed to communicate the fun personality of the brand, the quality of product and most of all, the great taste,” said Meredith Orfanos, director of marketing for Powell & Mahoney, in a statement. “Our new boxes will differentiate us from our competitors, enhance our self-presence and allow for eye-catching in-store display,” she added. The new Powell & Mahoney packaging includes Original Ginger Beer, Blood Orange Ginger Beer, Sparkling Mojito and Sparkling Tonic. The mixers are available nationwide for a suggested retail price range of $5.99-$7.99.

A sophisticated update

Stella Artois Cidre announced a packaging and logo revamp for the U.S. market. The hard cider will take on a new look that dials up the sophistication and quality of the packaging to match those of the Stella Artois lager, the company says. The revamp includes a streamlined bottle and can design without the horn and golden lines and new six- and 12-pack boxes featuring the Stella Artois Cidre wine glass to emphasize the best way to enjoy the hard cider, it says. The goal of the packaging redesign was to position the hard cider from a “premium cider” to a “European-style cider” to shine a light on the brands Belgian roots, the company says. “Since launching in the U.S. in 2013, Stella Artois Cidre consistently has been a favorite amongst consumers for its perfectly balanced taste,” said Lara Krug, vice president at Stella Artois, in a statement. “Not only do our fans enjoy the cider’s refreshing flavor profile, but they also expect the best from Stella Artois, which is why we’re updating the Stella Artois Cidre packaging with an even more sophisticated, modernized look to match our new Stella Artois visual brand identity.”

Reflective packaging

Alpine Start Foods announced a packaging redesign that coincides with its two new instant coffee additions: Coconut Creamer Latte and Dirty Chai Latte. To celebrate the new additions, Alpine rebranded the entire line with a new logo and bright, colorful packaging that reflects the personalities of each flavor, the company says. The Coconut Creamer Latte is made from 100 percent Colombian Arabica coffee and blended with non-dairy coconut creamer, and the Dirty Chai Latte also features 100 percent Colombian Arabica coffee blended with traditional Chai spices, black tea and soy milk, it adds. “As a professional climber and adventure athlete, I am always traveling and exploring different culinary experiences,” said Matt Segal, co-founder of Alpine Start Foods, a statement. “I was very inspired by exotic spices and seasonings, and decided to pair them with my instant cup of coffee. This allowed us to capture the spice of traveling in these new blends.” Alpine Start Foods Instant Coffee line is available through the company’s website for a suggested retail price of $8.99.

Tattoo inspired

Bulleit Bourbon released its Bulleit Bourbon Tattoo Edition bottles, a series of four unique tattoo designs on the Bulleit bottle, the company says. The bottles were created in partnership with some of the country’s top tattoo artists whose work is inspired by the frontier spirit and culture of the cities they live in, it adds. Participating artists are Shawn Barber of Los Angeles; Jess Mascetti of New York; Thomas Hooper of Austin, Texas; and Jason Kundell of Portland, Ore. The collaborations mark the first time the Bulleit Bourbon bottle has been altered, transforming frontier-inspired bottles into collectable pieces of art, the company says. Each bottle includes a hanging tag that features a scanable QR code to access an interactive augmented reality experience, bringing each artist’s design to life digitally, it adds. “I’ve always thought the Bulleit bottle was badass because of its unique shape and iconic design,” said Shawn Barber of Memoir Tattoo, Los Angeles, in a statement. “Putting my own unique spin on it was a fun challenge because I didn’t want to mess with the style too much, but did want to share what L.A. means to me through my art. Bulleit gave me a lot of creative liberty and I’m proud of how it turned out.” Ed Bello, brand director for Bulleit added: “These are artists are some of the most talented people I’ve ever met. It’s an honor to work with people who share our passion for pushing boundaries on the frontier with such creativity, and to feature their art on Bulleit Bourbon bottles.” The limited-release bottles are available for purchase in each artist’s respective state, with select bottles available nationwide.

Celebrate What’s Inside

This holiday season, Heineken USA is releasing a limited-edition 1.5-liter Magnum bottle and new holiday-themed packaging for its 12-pack. Along with themed packaging, Heineken will launch a new national program that features TV spots, online digital video and social media activations that take common beliefs in everyday life and cast them in a fresh and witty Heineken point of view to drive consideration for consumers to purchase Heineken for their holiday parties and celebrations, the company says. Consumers who Shazam a Heineken bottle at on-premise retailers will receive a $5 Uber credit, while supplies last, to ensure a safe ride throughout the holiday season. Coupons and rebates, and holiday-themed point-of-sale items will bring the program to life, it adds. “Heineken, a family owned brand with a rich history and premium credentials spanning 150 years, is confident in asking consumers to Celebrate What’s Inside, to celebrate the Heineken that consistently delivers the quality that consumers seek,” said Bjorn Trowery, director of external communications at Heineken USA, in a statement. “Beer is an essential purchase for holiday celebrations, large and small. More than any other season, consumers want the brands they serve during the holidays to reflect the spirit of the season and the quality they expect, and to show their friends and family how much they care.”