Alert: Packaging World now enhanced for the iPad and iPhone. Watch a quick video preview
 
Download this free, 104-page Labeling Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.  Learn more >>
Article |

Inventing a super-premium category

Upscale packaging is being put to the test by Corby Distilleries (Montreal, Quebec, Canada) in a launch of three new super-premium Canadian whiskeys.
Print Reprint
FILED IN:  Machinery  > Labeling
     

Aimed at upscale consumers the 750-mL glass bottles retail for around C$36 a good C$10 higher than traditional premium whiskeys according to Raymond Jolicoeur marketing director. Package and label design was executed by Russell Inc. (Toronto Ontario Canada).

Though made from stock molds the clear glass bottles were sourced from European suppliers through Demptos Glass (Louisville KY) which also coordinated the applied-ceramic labeling used to different effect on each bottle. For example the Lot 40 brand (left) shows an ACL-decorated diagram reminiscent of a blueprint for building a distilling plant. But the Pike Creek bottle to its right features the brand name ACL-applied but with a clear matte coating instead of a color giving the appearance of etched glass.

A mixture of glue-applied litho-printed labels and flexo-printed pressure-sensitive labels are used for each bottle. Labels are printed in two passes in up to 10 colors plus varnish and some embossing by Cameo Crafts (Montreal Quebec Canada). Unique on the Lot 40 bottle is the angled positioning of the label. That was tricky says Jolicoeur requiring modifications and special parts for an existing labeler. "We're pushing our machines to the max" says Jolicoeur.

Several unique touches are added to give the bottles personality including differing styles of cork tops a copper wire neck tag on Lot 40 a uniquely numbered lot and bottle label on the Gooderham & Worts bottle and hand-made paper from Nepal that's glued around the neck of Pike Creek. "The package is very labor-intensive" admits Jolicoeur. "But these are breakthrough entries going after a much different target than the traditional whiskey drinker" he tells PW.

Though not yet available in the U.S. the packages are in the midst of a roll-out across Canada.

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

 

Newsletters
Don’t miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST

New Issue Alert

Packaging World Magazine

eClip

Breaking packaging news

Packaging Insights

Pertinent packaging issues

On the Edge Blog

Workforce Development

PACKAGE DESIGN/
DEVELOPMENT

Greener Package

Sustainable packaging

Shelf Impact

Package design strategies

Each newsletter ranges in frequency from once per month to a few times per month at most.