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Clear shrink-label lends shelf appeal to new rum drink

Pernod Ricard departs from the established label graphics for its Malibu family, launching a liqueur with see-through sleeve label with red and silver decoration.

Pw 57050 Malibured2

To increase shelf appeal and consumer interest for its new addition to the Malibu® family, France-based beverage manufacturer Pernod Ricard looked to Eastman Chemical Company and its Embrace™ copolyester to create labels for Malibu Red, a rum and tequila liqueur. According to Eastman, Embrace offers superior clarity and high gloss to showcase graphics as well as eye-catching 360-deg graphic capabilities and high print definition for maximum shelf appeal.

Pernod Ricard wanted to maintain a consistent brand image with its other products while developing a unique look and feel to grab consumer attention on the shelves. Eastman says its Embrace copolyester helps differentiate products by promoting brand image, increasing sales, attracting consumer attention, and encouraging brand loyalty.

“Malibu Red is pushing the boundaries of existing categories so we wanted a groundbreaking design,” says Valérie Chhoeu, Global Brand Manager, Malibu. “Unlike the traditional opaque white sleeve and bottle Malibu is known for, the see-through sleeve and silver and red colors bring a modern, premium feel to the Malibu Red bottle.”

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