Southern Comfort Unveils Limited Edition Packaging
Using Eastman EmbraceTM LV, a copolyester resin for shrink film labels from Eastman Chemical Company, Brown-Forman Beverages has launched a limited edition package for its 70cl bottle of Southern Comfort liquor in the UK and Australia.
Using Eastman EmbraceTM LV, a copolyester resin for shrink film labels from Eastman Chemical Company, Brown-Forman Beverages has launched a limited edition package for its 70cl bottle of Southern Comfort liquor in the UK and Australia.
In a bid to grab consumer attention and stand out on the shelves, the bottle features 360-degree graphics in vivid colors made possible by the high printability of the full body label sleeve.
The impression is a package that appears as if it is gift wrapped, leading to on-shelf differentiation and marketing power – important during the festive season.
Jamie Butler, Southern Comfort Brand Manager, Brown-Forman Beverages Europe Ltd, said: “We were delighted with the success of the limited edition bottle – the reaction generated by the sleeve was fantastic, with some of our customers selling out early.”
With the new package design, Brown-Forman Beverages sought to evoke New Orleans, the birthplace of Southern Comfort.
The gold and red images on the shrink film tell the history of the city: old audio amplifiers and earphones highlight the city’s connection to jazz music while hats and cavaliers show the mixture of traditions and cultures present in New Orleans.
Eastman Embrace™ LV copolyester was selected to manufacture the shrink film as the material adheres to the glass bottle shape during processing without creasing and without a smiley face at the base.
To fully give the impression of a wrapped gift, the shrink label wraps around the entire bottle, including the neck and the cap.
In this way it includes a tamper-evident seal that is fully integrated in the total body sleeve for quality protection of the bottle content.
The high printability of Eastman EmbraceTM LV copolyester for shrink film was another factor in its selection, facilitating the production of clear colors.
It was also printed with a surface lacquer to emulate the matt texture of wrapping paper.
Source: Eastman Chemical Company
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