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Article | April 30, 2002
Holography delivers 'pizzaz'
When Chicago-based Barton Brands elected to add three flavored vodkas to its Fleischmann’s vodka line, management felt special labeling was in order.
So the firm specified holographic labels on the front back and neck of the flavored-vodka bottles which come in three sizes. The 750-mL and 1-L bottles are glass while the 1.75-L is PET.
“We wanted something that would add a little pizzaz” explains vice president of marketing Jack Kavanagh. And the upcharge compared to more conventional options? “Basically insignificant” says Kavanagh.
The attractive cut labels are cold-glue applied at Barton Brands’ Owensboro KY plant. Proma Technologies (Franklin MA) provides the Holoprism® holographic paper that is printed by Fleming Packaging (Peoria IL). Fleming uses a sheet-fed offset press to print the labels in six colors.
Launched last July the flavored vodkas are available in markets where the Fleischmann brand is established which puts them in about half the country. —PR
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