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Swinging design 'shakes' up cocktail market

For its new Shagadelic Shakers line of cocktail mixes Stamford CT-based Mott's chose a marriage of James Bond-era shakers and '90s spy sensation Austin Powers that's just groovy baby yeah!

All three Shakers flavors - Cosmopolitan Long Island Iced Tea and Blue Margarita - are packaged in cockatil shaker-shaped bottles decorated with characters from New Line Cinema's "Austin Powers: The Spy Who Shagged Me." Label graphics on the shrink-sleeve label feature a water droplet pattern that mimics the metallic look of astinless steel shaker beaded with condensation.

The 22-oz. containers provide 12 0z. of drink mix as well as a step-by-step recipe for completing the drink right in the shacker. The consumer twists off the silver cap removes the high-density polyethylene pouring fitment and peels off the induction seal membrane. A 'Shake-O-Meter' directs the user to fill alcohol or soda to a line marked on a clear strip in the label then add ice up to another line. After replacing the pouring fitment and cap consumers shake their concoction remove the cap and pour.

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The cap pouring fitment and induction seal come all in one piece from RXI Plastics (Tridelphia WV). The bottle's full-body polyvinyl chloride shrink-sleeve label is gravure-printed in eight colors by American Fuji Seal (Bardstown KY). Extrusion blow-molded by Graham Packaging (York PA)the five-layer bottle consists of HDPE/tie/ethylene vinyl alcohol/tie/HDPE. Denise LeFebvre brand manager at Mott's say the EVOH barrier reduces oxygen permeation. Shelf life is estimated at nine months to a year.

Although LeFebvre points out that the bottle is recyclable in markets with a developed stream of HDPE recyclate Mott's senior product manager Joanna Ebert believes the novelty of the bottle may make it a keepsake. "We're not expecting people to throw [the bottles] away at all" she says. "The packaging is the product."

The shakers retail for $2.59 to $2.79 and are available in liquor stores supermarkets bars and restaurants nationwide.

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