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Creative use of paper, printing result in premium whisky gift pack

A gift pack for Maker’s Mark bourbon whisky features a wood-grained insert, a paper strip stamp, and a wax seal, all created through a mix of paper stocks and printing techniques.

A gift pack for Maker’s Mark bourbon whisky features a wood-grained insert, a paper strip stamp, and a wax seal.
A gift pack for Maker’s Mark bourbon whisky features a wood-grained insert, a paper strip stamp, and a wax seal.

For its two-bottle gift pack of Maker’s Mark and Maker’s 46 bourbon whisky, Beam Suntory envisioned premium box with a wooden insert—a unique but cost-prohibitive idea. Through the clever use of a range of paper stocks and printing techniques, promotional product development company Supremia was able to not only design a wood-cut look on the inside of the box, but also replicate the paper label and wax seal of the Maker’s Mark bottles.

According to Supremia Global Account Director Jessica Warwick, when Beam Suntory approached the company in June 2016 about the project, they had several functional and aesthetic goals. First, they wanted a gift pack that would leverage the familiarity of its traditional Maker’s Mark whisky label to promote its newer, lesser-known premium product, Maker’s 46.

The gift pack, which would be used for a variety of holiday promotions, needed to remain true to the unpretentious, rustic craftsmanship permeating the Maker’s Mark brand—the iconic Maker’s Mark whisky bottles are hand-dipped in red wax and feature hand-cut labels.

Functionally, the box needed to accommodate two smaller-than-usual bottle sizes, each 375 mL, and allow consumers to clearly see and touch the bottles.

Development took two months from kick-off to final pack selection. “The team really wanted to create a premium pack that would excite brand enthusiasts and have a great shelf presence,” says Warwick. “We worked with our design team and our supplier, TPC Printing and Packaging, to present three unique structures that would work within the budget and incorporate the elements that were important to the Maker’s Mark team.

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