Palm Beach style for every consumer

Lake Success, NY-based Ferolito, Vultaggio & Sons, makers of AriZona beverages, is introducing a new malt liquor product called Palm Beach. The two cocktail-style drink flavors, Margarita and Cosmopolitan, are in frosted-glass, flask-style bottles.

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"The frosting gives the consumer the image of a chilled package," says John Balboni, executive vice president of business development at Ferolito, Vultaggio & Sons. "It provides appetite appeal. When people see it, they think it's cold and refreshing. I think we're one of the few to take [the frosted-glass look] to this segment of the market, which is obviously a lower-cost segment, and offer an upscale package that provides that cool look."

The 16-oz, custom glass bottles are made by Ball Foster (Muncie, IN) and filled by Canandaigua Wine Co., Canandaigua, NY. The aluminum closure is a 33-mm long-skirt roll-on pilfer-proof cap made by Capulux (Montreal, Canada). The label is a 40-lb metallized paper gravure-printed in six colors by Inland Printing (LaCrosse, WI).

With a suggested retail price of $2.99, Palm Beach is currently being sold in Florida and New York and will be released nationally within the next few months. "So far the response has been excellent," Balboni says. "The distributors are really enthusiastic about the product, and the pricing is going to offer a true value to the consumer."

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