Kentucky spirits producer and marketer Heaven Hill Distilleries is launching a premium vodka “inspired by a time reminiscent of the good life when people demonstrated an appreciation for quality”. The new High Rise Vodka is produced from a winter wheat from the Finger Lakes region of New York State and five times distilled. It will be launched in 11 markets in the US.
The 80-proof flagship Vodka is being complimented by two flavours – Cherry and Citrus. Available in three varieties (50ml, 750ml, 1.75litre), the product will compete in the premium Vodka segment at US$12.99 for the 750ml and US$21.99 for the 1.75litre. In addition, the brand will be supported with a complete set of POS that captures the character of High Rise Vodka.
Saxco International of Philadelphia, a global packaging specialists for the wine, spirits, beer and food industries, worked with Reid Hafer, senior brand manager for Heaven Hill Distilleries, to create a packaging design that would clearly be identified with the “good time era”.
“Our role was to assist with the design and creation of a new package that would resemble an old time skyscraper to depict the era that inspired the new High Rise Vodka brand,” says Larry Coomes, director of Midwest sales for Saxco International.
“The distinctive High Rise Vodka concept was developed to stand out amongst a competitive set lacking character and personality,” says Hafer. “The product is first and foremost a quality Vodka. But the style classic time and culture that appreciated quality but is not traditional or staid. The era is highly perceptible among consumers.”
Having created an original design for the bottle – a 750ml flint bottle with a long neck and reverse taper to resemble an old time city skyscraper – Saxco selected an Asian supplier to supply the bespoke mold.
According to Hafer: “The High Rise Vodka label designs capture distinctive social settings. Unique in their design, each of the three flavour variants depicts a different setting within the style of the product. From a rooftop cocktail party with suits and fedoras to a penthouse with martinis and shakers to a cabana party with swim caps and heels, High Rise Vodka 80-proof, Citrus and Cherry depict fun-loving and fashionable moments.”
Pre-Deco of Kentucky applied the labels, Guala Closures supplied the screw caps, and 1.75litre and 50ml PET bottles replicating the 75cl glass bottle were sourced from Amcor.
15 July 2013 - Felicity Murray
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