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Jose Cuervo revealed new packaging for its best selling line of tequilas, Jose Cuervo Especial Gold and Especial Silver. Demonstrating its 10 generation-strong company and family motto of ancestry, prestige and tradition, the design changes reinforce the company history with an authentic new look.










Jose Cuervo New Gold Bottle

With distinct new features, the bottle professes originality with sleek, hard lines. The labeling, equipped with a new neck design, distinguished watermark and belly band, characterizes Jose Cuervo’s long standing tradition. The history inscribed on the back label pays homage to the commitment of preserving craftsmanship, rich Mexican heritage and family tradition that stretches back over two hundred years. Other notable changes are the embossing of the Jose Cuervo signature prominently displayed on the side profile and bold cap colors – deep red for Especial Gold and royal blue for Especial Silver.

“There is history in every sip of Jose Cuervo Especial and the new design demonstrates appreciation of our ancestry,” said Roy Danis, Managing Director, Jose Cuervo International. “While the packaging has undergone change, the tequila inside remains exactly the same and we hope our consumers continue to enjoy it responsibly.”










Jose Cuervo New Silver Bottle

Jose Cuervo Especial Gold is made from a special blend of reposado (rested) and other fine Tequilas. Its smooth, distinct flavor is perfect for shots and sets the ‘gold standard’ for margaritas. Jose Cuervo Especial Silver is bottled immediately post-distillation and is noted for its exceptionally smooth, distinct flavor.

The new packaging will now be available nationwide wherever Jose Cuervo Especial is sold (grocery, liquor, club and drug stores) in 50mL, 200mL, 375mL, 750mL, 1L and 1.75L sizes. Suggested retail price for Especial Gold and Silver is approximately $17.99 per 750ml bottle. Please enjoy Jose Cuervo Especial responsibly.










Jose Cuervo Old Gold Bottle










Jose Cuervo Old Silver Bottle


Ever thought of how your vodka would look in a carton of OJ? Well designer Jorn Beyer pulled a beverage swap by putting well known spirits brands on ordinary juice cartons.

He used popular brands Jack Daniels, Absolut Vodka and Jagermeister and labeled the project “Ecohols.” 

Lets toast to this creative design.



G&J Greenall’s London Dry Gin is celebrating its 250th anniversary with a new look and repositioning strategy courtesy of brand and design consultancy, Dragon Rouge.

According to Marcus Hewitt, Chief Creative Director, Dragon Rouge, “The objective was to create a new visual identity and package design to increase shelf impact, build awareness and appeal to a new generation of gin drinkers.” The studio started by defining the brand essence as, ‘The Great British Spirit,’ which directly references the brand’s origins and traditions and then focused on creating a new visual identity that combines tradition and heritage, but with a modern twist.

A bold and clean logo replaces the old script one and rests prominently on a contemporary dark green square label. ‘The Great British Spirit since 1761’ at the bottom of the front panel, reassures customers of its tradition. A proprietary green abstract ‘Union Jack’ on the inside back label acknowledges the brand’s heritage, but provides the edgy new look and feel.

“While we are pioneers in the industry, we always want to move forward with the times,” says Christina Brown, Marketing Director at G&J Greenalls. “The new packaging from Dragon Rouge speaks to a new generation of gin drinkers, but also respects our strong heritage. It’s exciting to celebrate our 250th anniversary with this new launch.”

“While we took influences and inspiration from the past, we were able to bring the brand into the future, making it more relevant to today’s consumer,” adds Hewitt.

In 2006, Grant’s was the fourth largest global blended whisky brand selling over four million cases annually, and operating in a highly competitive market. Whilst supported by an active marketing campaign, the brand suffered from lack of direction and it lacked a distinctive and motivating personality of its own.

The brief to LFH was to transform the brand into a credible ‘Scotch whisky brand’ with a distinctive, relevant and compelling personality, making it an active choice for consumers. Says Executive Director, Mark Gandy, “Our response was to establish a distinctive and compelling personality that enabled Grant’s to attract new consumers in exciting growth markets without alienating existing consumers in mature markets such as the UK and France. Crucially, the new design had to increase quality perceptions as well as to create clear differentiation to support the price variance across the range whilst establishing a recognisable Grant’s family feel for the first time.”









Launched in March 2007, by 2010 the brand range had achieved a +16% increase in sales, whilst the global market only managed a 2% increase in the same period. Global market share had increased by 0.68% to 5.84%. In June 2011, Grant’s took to the podium of standard Scotch whiskies, becoming the world’s number three in retail value.

Over the last five years, Grant’s has grown ahead of the category, achieving in 2010 worldwide sales of 4.8 million cases and retail value over $1bn (GBP £646 million) for the first time. This represented more than a 30% increase in retail value compared to base year, 2006. (All figures IWSR 2010)










“We are delighted by LFH’s design for the Grant’s brand. The new packaging was the catalyst—and the key driver for change—and I can confidently say that it has played a central role in delivering success. The new packaging designs played a huge part in achieving our podium position,” said Kate Athanasi, Grant’s Global Brand Director, William Grant & Sons Distillers Ltd.







Crack open summer with Smifnoff, the world’s #1 vodka, as they add a new, award-winning flavor to the flavors line—Smifnoff Coconut Flavored Vodka. Using natural ingredients, Smirnoff Coconut Flavored Vodka packs a tropical zest that transports you to a vacation-state-of-mind with every refreshing tasting sip.

Made from the world’s best selling vodka, Smifnoff No. 21, Smifnoff Coconut Flavored Vodka proudly joins the brand’s robust line of flavored vodkas. Winner of a Silver Medal at the 2011 San Francisco World Spirits Competition, Smifnoff Coconut Flavored Vodka delivers a smooth and creamy coconut flavor with the aroma of sweet toasted coconut that perfectly complements the iconic vodka, triple distilled and ten times filtered.

“Coconut has taken the beverage category by storm, becoming a popular flavor that consumers are calling for,” said David Tapscott, Brand Director, Smifnoff Vodka. “As the world’s most awarded and best selling premium vodka, Smifnoff looks to deliver the best value with every liquid that joins our flavors line. Smifnoff Coconut follows suit, using natural ingredients that make for an authentic coconut taste.”

 Smifnoff Coconut Flavored Vodka adds excitement to any array of cocktail recipes. For a truly tropical libation, mix Smirnoff Coconut Flavored Vodka with pineapple juice. Smifnoff Coconut Flavored Vodka is available across the USA at local retailers and the suggested retail price is $12.99 per 750mL bottle (prices may vary per market).

Hennessy now has black ‘crossed’ eyes thanks to one of the most eccentric and unconventional artist, KAWS, who also belongs to the roster of most celebrated talents in the design industry in our days. The signature element—the two little crosses representing eyes—have been already featured on a number of bottles, apparel and merchandize by brands including Dos Equis and Nike to name but a few.

Hennessy is a brand that not only prides itself on presenting the world with a quality variant, but also on creating out-of-the-box partnerships that heighten our consumer’s experience. We look forward to the feedback from not only from Hennessy loyalists but also KAWS eclectic fan base about this exciting partnership,” said Rodney Williams, SVP of Business for Hennessy.

The bottle will feature not only the iconic ‘X X’ (they will be placed on the seal below the neck) and white teeth (they are on the cap), but also a vibrant abstract imagery in blue, red and green colours. This is the first creative partnership of the brand this year—last year, Hennessy launched the ‘Blending of Art’ project, inviting visual artists to create unique label designs for the bottle. In the edition, each of the KAWS Hennessy V.S bottles in 750ml sizes is individually numbered and goes with the artist’s signature—they will go on sale in September in the U.S. at $29.99 and later in July it will be unveiled at the private launch party to be held in NYC.

“I admire the Hennessy brand and from the start, felt strongly about working on this project. Hennessy invited me to Cognac where I was able to experience and gain a full understanding of the steps and processes behind Hennessy’s craftsmanship, which in turn, inspired the artwork I created for the bottle,” commented the artist. The brand and KAWS has also created a number of short videos to be launched during the year—the release dates are still kept under wraps, but the first teaser is already available online at

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A Coca-Cola and McDonald’s promotion for drinks at McDonald’s restaurants.

Regular Cola was advertised to people using the stairs ! and Coke light to those who chose the escalator !


On July 12, Diageo, the makers of Johnnie Walker Blue Label hosted an exclusive event in the Imperial Hotel, New Delhi to mark the first global reveal of its new bottle.

The event celebrated the brand’s own epic journey and the unveiling of a contemporary redesign for the iconic luxury bottle, which Diageo firmly position the flagship Scotch Whisky for the future. Inspired by Alexander Walker’s Old Highland Whisky of 1867, Johnnie Walker Blue Label is a significant accomplishment for the modern whisky era.

The invitation-only event was hosted by Indian actor Rahul Khanna and featured performances by DJs Mideval Punditz and the Shiamak dance troupe. The event was attended by those shaping Indian culture today: Indian businessman Suhel Seth, Delhi socialites Dia Bhandari and Shonali Gheewala and GQ Editor Dylan Jones.

Rudy Paoli, Managing Director Global Reserve, said: “Johnnie Walker Blue Label is a luxury Blended Scotch Whisky for those wanting to celebrate their own achievements. India is the perfect setting for this global reveal, with its rich heritage and new and exciting fine drinking culture. It is at the forefront of today’s global music and film industries , it has a vibrant, thriving economy and is one of the world’s fastest growing luxury goods markets.”

The celebration is the first in a series of launch events worldwide at which guests will be immersed in the story of Johnnie Walker Blue Label.

The redesigned bottle features crafted details and an ultra-thick light blue glass base and side walls John Walker & Sons monogram and Royal Warrant are printed directly onto the glass in a rich gold color. The number of bottles is limited.

Inspired by 500 years of vodka making expertise, Absolut has spent the last decade inventing a new vodka. Crafted from hand-selected estate wheat, and blended with soft and naturally filtered water, Absolut Elyx is a true expression of quality. It is a small-batch vodka, produced according to craft techniques, in an authentic 1929 copper rectification still.

The result: a handcrafted super premium vodka with an elegant, silky texture. “Aroma and flavor are the obvious and most immediately striking characteristics of vodka. Absolut Elyx goes beyond that. It has a clean and fresh taste with subtle floral and fruity tones, but its most defining quality lies in the texture. Not detectable by the nose or taste buds, texture determines how the vodka feels in your mouth. Absolut Elyx is elegant and incredibly soft, and leaves you with a silky feeling in your mouth,” says Krister Asplund, master distiller at The Absolut Company. To create Absolut Elyx, Krister Asplund sourced the finest wheat and water, put a 1929 rectification still back into use, and refined copper catalyzation. These four factors—100% Hand-selected Estate Wheat, Pristine Water Filtrated by Nature, Perfected with Copper Catalyzation, and Authentic Craftsmanship—are equally important in the production, and they are outlined in the Absolut Elyx manifesto, which guarantees long-term quality and an everlasting commitment to perfection.

“The color is transparent and brilliant. The nose is plentiful and intense with a lot of character; it displays subtle hints of vanilla and lemon and has a floral touch. The palate is pure and invigorating with a silky, unctuous texture—creamy, subtle and persistent with a fine balance, and a long-lasting finish with a subtle spiciness. Absolut Elyx is a finely tuned vodka with character and elegance”, says Andreas Larsson, Sommelier World Champion 2007, and one of the world’s most renowned sommeliers.

ABSOLUT Elyx is now launched in the global duty free/travel retail market. With its new long-awaited super-premium vodka ABSOLUT ELYX, the brand has explored the depths of its heritage: five centuries of vodka-making tradition in the rich farmlands of Skåne in southern Sweden. The ABSOLUT ELYX launch is backed by a powerful 360-degree marketing campaign in all available media, targeting a global audience of advanced and sophisticated urban trendsetters, opinion leaders and early adopters. “ABSOLUT ELYX is a product built on taking utter purity and simplicity to its most extreme perfection and elegance,” says Anders Olsson, Director of The Absolut Company Global Travel Retail. ”It’s a product that builds on the essence of our Swedish heritage in a very contemporary and international fashion. It’s really the ultimate base for a wide ranging, new generation of luxury drinks and cocktails such as vodkatinis, or simply mixed with champagne. The very best way to enjoy it, however, is perhaps to drink it pure over a single, slowly melting ice cube.”

The most immediate and striking impression of ABSOLUT ELYX is its crystal clear character and fresh, clean taste with subtle fruity and floral tones. However, its most distinguishing and defining quality perhaps lies in its texture and tactility—how the vodka feels in your mouth. ABSOLUT ELYX is incredibly soft and smooth. It leaves an elegant, silky sensation which is a signature of ABSOLUT ELYX. The ABSOLUT ELYX is being premiered exclusively in Sydney, São Paulo-Guarulhos, Rio de Janeiro-Galeão and Frankfurt International Airport in July. The launch will then be rolled out in the global duty free/travel retail market throughout the summer and fall of 2011. “We have long been looking forward to presenting ABSOLUT ELYX to our discerning and advanced target group of global travellers,” says Anders Olsson. “We are convinced that our customers will enjoy and appreciate the elegance and sophistication of this super premium vodka to the fullest extent.”

The ABSOLUT ELYX launch is being executed worldwide by Pernod Ricard Travel Retail

Bruno-Eugène Borie, has enlisted the talents of Jade Jagger, the very « trendy » creator to redesign the packaging (logo, label, capsule) of its prestige cuvee « Croix de Beaucaillou ».

With this new packaging, Bruno-Eugène Borie puts the finishing touch to the ambitious repositioning of this great reserve which he initiated in 2005, and which emerges from a selection of a specific terroir (ecosystem) of Ducru-Beaucaillou situated at the very heart of the Saint- Julien appellation.

This new luxurious set with its baroque byzantine accents will be generalized starting with the 2010 vintage that will be offered this year as futures’, for delivery at the end of year 2012. It will as early as the end of the year 2011 festivities adorn a limited series of the 2009 production.

The official international launch happened at a party in Bordeaux during Vinexpo in the presence of the artist, on the occasion of the Fête de la Musique of course….

Jade Jagger’s creative bias has made her sign on a resolutely contemporary note the qualitative efforts deployed for that wine, while at the same time allowing her to disclose the prestigious history of Ducru-Beaucaillou and of its successive owners who have enhanced the estate, stone after stone (“caillou après caillou”), over generations.

Thus, the golden and luminous decor against a deep black background reflects the elegant magnificence of the Second Empire in the course of which Ducru- Beaucaillou, which had been founded a century earlier, gained its first credibility and glory through the 1855 Classification. As to the finely chiseled acanthus leaves that intertwine around the silhouetted Château, they are reminiscent of the motifs on Byzantine crosses, a tribute to Princess Marie Caradja of Constantinople, who at the end of the 19th Century redesigned the entire Château together with her husband Nathaniel Johnston, adding to its structure Victorian towers and wings and creating a sumptuous park furnished with rare and exotic species and to which it owes its present appearance.

This luxuriant vegetation on the label with its lascivious curves and flowery boughs recall the rich bouquet and generous aromas of Croix de Beaucaillou. It evokes the rapturous gustatory complexity of that great wine, its sensuality, as well as its stunning persistency.

Here is revealed Jade Jagger’s taste for jewellery, for wrought materials she adorns with a baroque elegance by shaping them to perfection. A jeweller’s job that recalls that of Bruno-Eugène Borie who, with his Medoc teams masters and mixes with talent and enthusiasm, modern as well as traditional techniques, which enable him to indefinitely refine the expression of the terroir by conjugating felicitous ethics and voluptuous aestheticism.

Through this novel and unique meeting in the world of Bordeaux wines, Bruno-Eugène Borie proclaims, with his characteristic outspokenness, his will to relentlessly pursue his quest for excellence and modernity.

This ultimate touch on the renewed identity of Croix de Beaucaillou is equally an expression of Bruno-Eugène’s confirmed passion for contemporary art witnessed by some of the works of his private collection that are displayed in the cellars for the pleasure of the visitors and the employees of Ducru-Beaucaillou! Perpetually in quest of aesthetic and voluptuous emotions, Bruno-Eugène Borie claims the hedonistic philosophy which inspires him at Ducru-Beaucaillou. He declares he is thrilled to note that the distinction and the generous sensuality of this new packaging so closely echo those of his wine. He is convinced that beyond wine, the originality and the preciousness of this novel look will share the necessarily epicurean pleasure of ordering a Croix de Beaucaillou in one’s favourite restaurant, present it at one’s table or simply offer it to friends… and this is so much the better for such was the brief given by Bruno-Eugène to Jade on their first meeting… over a glass of Croix de Beaucaillou 2005 !