Beehive Brand has revealed its new look, which will be rolled out to markets from April 2024.

 

The new branding celebrates the brandy’s name and origins. Originally named ‘La Ruche’ (‘beehive’ in French) at its inception more than 170 years ago, the brand became ‘Beehive’ once its French owners took it to the English-speaking world.

 

The rebrand preserves the beehive-shaped bottle traditional to the brand, but has updated the ‘beehive’ icon on the bottle neck. The giftbox and labels have been updated with curved lines, and a honeycomb pattern has been added to the packaging.

 

Léna Rusek, international brand manager at La Martiniquaise-Bardinet, said: “BEEHIVE Brandy has been loved around the world for over 170 years. By updating BEEHIVE’s packaging with a more contemporary feel, we aim to celebrate the unique story of how BEEHIVE got its name, and reflect the exceptional quality of our brandy, as we move into increasingly premium territory. 

 

“Complementing the iconic ‘BEEHIVE’ shape of our bottle, which remains unchanged, we anticipate that the changes will result in even greater success in retail and in duty free, where the brand has a strong presence. We hope more drinkers across the globe will soon try our smooth, delicious BEEHIVE.”

 

The Beehive Brandy range includes Beehive VSOP, Beehive XO, and Beehive Honey.