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Putting the 'K' in packaging

Canandaigua Wine Co.’s newest addition, K, is an alcoholic hard cider produced in England, designed to look like nothing beer drinkers have seen before.
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The brown glass bottle is covered in an opaque black shrink sleeve with a red “K” emblazoned on the center of the sleeve accompanied by minimal printing. The dark colors and subtle graphic details give the bottle a sophisticated yet mysterious appeal. “It’s very different from other ciders and alternative alcoholic beverages in the U.S. market” says Mark Riggs a K-brand representative. “The mysterious package lends itself to the idea that the product is for trendsetters and people on the cutting edge.” Reworked for the American market the design was completed by Canfield & Tack (Rochester NY). The full-body shrink label is gravure-printed in six colors. K began its U.S. national distribution to grocery liquor convenience and drug stores in March retailing at $6.99 for a six-pack.

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