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This label's no lemon

"Everything about it is contemporary and forward-thinking, from the design of the package to the taste itself." That's what Bacardi Imports' director of marketing Alfredo Piedra has to say about Bacardi Lim*n, a 70-proof clear citrus rum that rolled out nationwide last month with more than $11 million in advertising and marketing support.

Pw 26245 Eveaboitis 19

The smoked-glass 750-mL bottle from Anchor Glass (Tampa, FL) is indeed impressive. For one thing it's oval-shaped instead of round. Adding to its elegance are front and back pressure-sensitive film labels. The 2-mil biaxially oriented polypropylene labels, converted by Spear (Mason, OH), give the Bacardi bottle the "no-label look."

The screen-printed front label is produced on a flat-bed press. Three colors are laid down in one pass, as well as foil hot-stamped for the medallions near the bottom of the label. Like the bottle, the label was designed by Gianninoto Associates (New York, NY). Its wave motif is meant, says the designer, to have an electric effect, to be lyrical, positive, upbeat and fun. On the back of the bottle is a much smaller two-color OPP label that carries bar code and obligatory ingredient information.

The front of the bottle also carries Bacardi's signature bat emblem in label form. Printed flexo in three colors on a paper/foil laminate by Heritage Label (Garfield, NJ), the label is applied into a molded circular embellishment on the shoulder of the bottle.

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