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New direction for Tradewinds

Four years and 14 flavors after its introduction, Tradewinds(TM) Tea and Juice is getting an "enhanced" look. Its producer, the Horizon Tea & Spice Co., div.

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of Hudepohl-Schoenling Brewing Co., began phasing out its bottles with applied ceramic labeling in favor of pressure-sensitive labeling this summer. "We were able to get more color and graphic capability with the pressure-sensitive label," says Paul Abrams, communications director at the Cincinnati, OH-based company. "The cost is about the same, but when you look at the visual appeal, we're better off with these. They just jump off the shelf." Spear (Mason, OH) provides the 2-mil p-s labels, made of biaxially oriented polypropylene. They're screen-printed in up to six colors, depending on variety. Graphics stayed the same for the most part, although the new label allows borders and additional colors. Abrams says it's still too early to tell how the updated package will fare in grocery and convenience stores in the 25 states in which the line is available, but says the company is optimistic. "The distributors and wholesalers love it," he states. "They think it will give them what they need." Tradewinds' suggested retail price is 79¢ for the 16-oz bottle, 99¢ for the 22-oz bottle.

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