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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


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.







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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