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Seagram's Coolers undergo a package modernization

New bottle, new label, and new carrier graphics—they’re all aimed at contemporizing the Seagram’s brand and boosting sales.

Pernod's new packaging for Seagram's Cooler Escapes includes a new bottle shape, new label and carrier graphics.
Pernod's new packaging for Seagram's Cooler Escapes includes a new bottle shape, new label and carrier graphics.

Last summer, for the first time in nearly 20 years, Seagram’s Coolers switched from their traditional teardrop glass bottle shape and introduced tropical graphics on labels and carriers for their fruit-flavored alcoholic drinks.

Once a part of the Seagram Beverage family, the line of coolers is now owned by distiller Pernod Ricard, Paris, France, and the brand is managed and marketed in the United States by United States Beverage, L.L.C., of Stamford, CT. This company was responsible for developing the graphics for the new label and four-bottle carrier.

Seagram’s Coolers are packed at the former Seagram distillery in Lawrenceburg, IN, as well as at two copackers. The Lawrenceburg plant, now owned by Pernod Ricard, also fills Seagram’s Smooth, a newer line of flavored malt beverages also marketed by United States Beverage.

The bottle shift and graphics overhaul for what are now called Seagram’s Cooler Escapes were designed to present the products in a more contemporary package with more consumer appeal. However, the development of the new bottle with supplier Owens-Illinois resulted in some production line and purchasing efficiencies as well.

Coincident with the new packaging, the brand introduced new flavors for the coolers, and late last year introduced Winter Breeze, a seasonal cranberry-apple flavor scheduled to be marketed through January 2005.

The new look

“A full year in the making, these changes are as dramatic as you will see in the beverage business,” said A. Peter Gyimesi, vice president of marketing for ready-to-drink products at United States Beverage. “The brand is contemporary and appealing for existing, loyal customers as well as for those discovering the product for the first time.”

Before the packaging was changed, the company conducted 18 months of consumer research, adds Richard Cho, senior brand manager for Seagram’s Coolers. “Since the packaging hadn’t changed in 20 years, we felt it was a little dated,” he says. “So we wanted to change the look of the bottle and the graphics to create more contemporary packaging for the twenty-first century.”

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