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Griffon Vault Vodka rocks the box

New spirits company looks inside the box to create a new experience for consumers: a premium vodka in a portable, bag-on-box format that can easily be refrigerated.

The Griffon box is a stunner visually, with an embossed image of its namesake in metallic ink on the front panel.
The Griffon box is a stunner visually, with an embossed image of its namesake in metallic ink on the front panel.

The first in the U.S. to put a premium spirit in a bag-in-box format, Griffon Brands LLC of Milwaukee says, “it’s time to move on from glass bottles and see why the box rocks.” Griffon introduced its five-times distilled premium Griffon Vault Vodka in a 1-L bag-in-box package in spring 2015, using film and paperboard materials engineered to ensure the integrity of the product and the aesthetics of the package.

Shares Griffon co-founder Eric Clappier, in developing the brand, the goal of he and his partner Bill Hersch was to deliver a new experience for the consumer, driven by a high-quality spirit in an eye-catching package that was intuitive to use. “I believe we have achieved our goal in that the product itself is a conversation starter,” he says. “Once consumers and their friends realize there is an entire liter of vodka in such a compact package, they really start to understand the environmental advantages, and they love the convenience of having vodka on tap in their home.

“To differentiate ourselves from the crowded vodka space, we really wanted our package to pop off the shelf, easily fit in a standard refrigerator, and retail at an attractive price point.”

As Clappier explains, one of the challenges of packaging spirits—especially vodka—in a bag is that they can easily take on the flavors of the materials they come in contact with. “Without the use of high-barrier films, spirits can develop undesirable tasting hints of plastic and even the paperboard box,” he says.

For the Griffon application, BIB supplier Scholle IPN engineered a proprietary two-play bag construction made from an inner film layer that prevents flavor scalping and an outer ply of its DuraShield™ high-barrier film that provides a barrier to oxygen and adds strength to the package.

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