Pearl, a vodka brand in the portfolio of Luxco, St. Louis, Missouri, has been given a new ‘shell’. Pearl’s packaging has been updated to produce a consistent and eye-catching shelf presence. The new look Pearl features an embossed, metal closure, beveled inset glass, a neck label that highlights each flavour, and a newly redesigned face and back label.
Made from winter wheat and Canadian Rocky Mountain water, Pearl is crafted in micro-batches, distilled five times and filtered for ultimate smoothness. In addition to the new package design, Pearl is launching three new flavours: Vanilla Bean, Strawberry Basil and Lime Basil. Other flavours include Pearl Black (straight Vodka), Cucumber, Pomegrante, Peach, Red Berry, Plum, Blueberry, Coconut, Cherry, Grape, Citrus and Orange.
Pearl marketing support will kick off in May and will feature a newly revamped campaign – Discover Pearl. Capturing the pure essence of Pearl, Luxco has created a beautifully illustrated and whimsical world under the sea that promises no matter what the obstacle, you can Find Your Pearl. The new campaign will coincide with the packaging refresh and will come to life through all aspects of the retail plan.
Saxco International of Horsham, PA, world-wide packaging specialists for the wine, spirits, beer and food industries was called upon to help source the packaging elements: “Our role was to work closely with the brand’s manager and their design team to create a vibrant new contemporary appearance that would be strikingly noticeable to the eye and provide a prominent and marked shelf appearance,” says Rob Belke, vice president of sales at Saxco International.”
As part of the new upgraded packaging that is more commensurate with the brand’s distinctive taste-classic, clean and smooth, Saxco sourced and supplied a high quality private mold flint glass bottle with a special beveled glass inset to showcase the new label designs. The glass was provided in two sizes—750 ML and 1L.
The bottle additionally featured a new long neck to accommodate the embossed twist off metal closure. To complete its part of the project, Saxco also provided a transparent tamper-evident capsule, which allowed the embossed Pearl logo positioned on the top of the silver metal cap to be viewed through it.
“Pearl vodka’s new packaging better reflects the brand’s premium quality and taste” says Ashley Ulkus, brand manager at Luxco. “The new bottle and closure is more closely aligned with the refinement of the brand and the new labels create a streamlined and eye catching look which we believe will allow for an enhanced display presence, both on and off premises and in home bars.”
“We are targeting the Pearl brand at male and female vodka enthusiasts, ages 25 to 40, who live active, adventurous and fun lifestyles,” explains Ulkus. “The females get the edge in our marketing approach.”
Pearl Vodka is being distributed nationally in the US and also is being marketed to audiences in Canada.
3 June 2015 - Felicity Murray The Drinks Report, editor
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