RSS Feeds

Advanced search

You are in:


Damrak gin targets US in new bottle

Damrak Dutch gin bottles have been upgraded in new sizes for foreign markets including the US and Europe

Glassmaker Owens-Illinois, which for many years has been the supplier of 75cl bottles for Damrak gin distilled by Netherlands spirits producer Lucas Bols, is now making 70cl and 1-litre sizes for foreign markets including the US and Europe.

The objective is to develop sales in the US, where sales of premium gins are on the rise, and in other selected European markets where Lucas Bols has distribution arrangements in place.

O-I won the new product development project thanks to its ability to create a total packaging solution. To enhance Lucas Bols’ position in the premium segment, O-I upgraded the design for the 70cl and 1-litre bottles. The black closure was changed to a brilliant orange, paired with the original blue bottom, giving the brand a more Dutch look. For increased brand recognition the embossed logo was placed lower on the bottle.

The Dutch subsidiary of O-I operates as a one-stop-shop for Lucas Bols, handling all necessary purchases and planning the complete production and distribution cycle. The specialty, extra flint bottle is made in O-I’s plant in Holzminden, Germany. O-I delivers the bottles to Decoglass in Montabauer, Germany for printing, collects them and delivers them at the Lucas Bols’ filling plant Avandis in Zoetermeer (Holland).

Segment manager beer, spirits and wine packaging for O-I Benelux, Patrick Waegemakers, says, “The long-standing relationship with Lucas Bols helped us to intimately understand their requirements. Our new product development capabilities and international character enable local brands to differentiate themselves in foreign competitive markets.”

International distillers such as Lucas Bols are muscling in on the proliferation of premium gin by investing in their own brands. Remaining faithful to its original recipes, while thriving on knowledge and traditional expertise, Lucas Bols builds on its reputation of providing high quality alcoholic beverages since 1575.

4 August 2014 - Felicity Murray The Drinks Report, editor