UV Vodka will get a fresh new look with the launch of a new photochromic bottle design that activates a bright spectrum of colors when exposed to UV sunlight. A new tagline “Bring the Light,” is the brand's first campaign focusing on building a deeper state of mind between the UV name and its connection with sunlight, the company says. When exposed to light, photochromic wave designs appear on the neck of the bottle and continue throughout the primary label. When the bottle is removed from the light, the new bold black UVR logo remains while the colors disappear. According to CTI research, sunlight-activated ink drives purchase intent for 64% of consumers. Each of the brand's colorful bottles is American-made, naturally flavored and distilled four times. UV Vodka can be found nationally at grocery, liquor, wine and convenience stores.