Issue link: http://digital.copcomm.com/i/288975
34 / the tasting panel / april 2014 PACKAGING DRINK ITALIAN The California Way. www.ferrari-carano.com Ferrari-Carano Vineyards & Winery Healdsburg, CA • 800.831.0381 W ith a long history to consider and many loyal fans to appease, repackaging a recognizable and authentic brand like Seagram's Gin, the number-one-selling gin in the U.S., is no easy feat—we need a cocktail just thinking about such a daunting task! For Seagram's, however, staying relevant in today's modern market is vital to the brand's success and worth the hard work. "The goal of the redesign was to create a more contemporary and premium look with strong standout on shelf and on display, evolving with new trends and new consumers," says Juli Falkoff, Brand Director for Seagram's Gin. "At the same time, it was important to continue to communicate the brand's heritage as expressed by core elements of the existing bottle and label," she continues. Fortunately, the challenge of keeping the brand relevant while upholding Seagram's tradition has certainly been met with this fresh new design. The familiar bumpy bottle is now sleeker, with a more current look. The classic crest is now simpler, with an iconic "S" and includes the brand's values of integrity and craftsmanship. One thing, however, remains the same: "Distillers Since 1857," printed boldly on the bottle's label, proudly communi- cates the brand's lasting presence and authenticity in the trade. Along with the new design, Seagram's Gin is capitalizing on the growing popularity of social media and smartphone applications in their marketing campaigns. Seagram's has launched an innovative augmented reality app called Seagram's Ginsider. The app allows users to scan the label of Seagram's Peach or Pineapple Twisted Gin to open a video with a mixologist demonstrat- ing how to make a cocktail with that flavor. "We're very excited about the possibilities with Seagram's Ginsider and plan on using it further in support of marketing initiatives throughout the year," claims Falkoff. While the packaging has been completely redesigned, don't worry about Seagram's signature taste—the beloved Seagram's Gin is still inside this new bottle. The new bottle will initially be shipped with "New Look, Same Smooth & Mellow Taste" on the label in order to put longtime consumers at ease. Seagram's classic and distinct gins will continue to please gin drinkers for many more years to come, but now they're more appropriately dressed for the party. 34 / the tasting panel / april 2014 W cocktail just thinking about such a daunting task! For Seagram's, however, staying relevant in today's modern market is vital to the brand's success and worth the hard work. "The goal of the redesign was to create a more contemporary and premium look with strong standout on shelf and on display, evolving with new trends and new consumers," says Juli Falkoff, Brand Director for Seagram's Gin. "At the same time, it was important to continue to communicate the brand's heritage as expressed by core elements of the existing bottle and label," she continues. Fortunately, the challenge of keeping the brand relevant while upholding Seagram's tradition has certainly been met with this fresh new design. The familiar bumpy bottle is now sleeker, with a more current look. The classic crest is now simpler, with an iconic "S" and includes the brand's values of integrity and craftsmanship. One thing, however, remains the same: "Distillers Since 1857," printed boldly on the bottle's label, proudly communi cates the brand's lasting presence and authenticity in the trade. Along with the new design, Seagram's Gin is capitalizing on the growing popularity of social media and smartphone applications in their marketing campaigns. Seagram's has launched an innovative augmented reality app called Seagram's Ginsider. The app allows users to scan the label of Seagram's Peach or Pineapple Twisted Gin to open a video with a mixologist demonstrat ing how to make a cocktail with that flavor. "We're very excited about the possibilities with Seagram's Ginsider and plan on using it further in support of marketing initiatives throughout the year," claims Falkoff. While the packaging has been completely redesigned, don't worry about Seagram's signature taste—the beloved Seagram's Gin is still inside this new bottle. The new bottle will initially be shipped with "New Look, Same Smooth & Mellow Taste" on the label in order to put longtime consumers at ease. Seagram's classic and distinct gins will continue to please gin drinkers for many more years to come, but now they're more appropriately dressed for the party. Dressed to Chill SEAGRAM'S GIN REDESIGNS ITS BOTTLE AND LABEL FOR A STYLISH NEW CONTEMPORARY LOOK by Brian Kustera TP0414_034-71.indd 34 3/21/14 2:41 PM