Select Aperitivo has launched a new design for its classic Aperitivo spirit, which embraces the beverage’s 1920s origins.
The redesign means the shape of the bottle and black label both add an art-deco feel to the aperitif. The curved bottle was inspired by glass blowing in Murano, an island near Venice where Select was later produced. The new packaging adds authenticity to the product for consumers such as cocktail enthusiasts, who largely enjoy Select for its role in the Original Venetian Spritz.
Rob Cullins, regional director of the Americas for Gruppo Montenegro, emphasised the need for the image update: “As an essential ingredient in the Original Venetian Spritz, Select Aperitivo is being embraced by a new generation of cocktail enthusiasts.
“We are reviving our classic packaging to celebrate the rich legacy of our brand, while incorporating new, modern elements to set the stage for the future of Select Aperitivo.”
The new label details the origins of Select, with a logo telling the consumer that the product is ‘aperitivo nato a Venezia’ (an aperitif made in Venice). Venice is where Select gained its popularity in bars, cafés and clubs along the Canal Grande. Consumers can enjoy the authentic taste of classic cocktails made from Select and the new packaging aims to be an homage to the drink’s historical and geographical origins.
The suggested retail price for Select Aperitivo is $33 per one litre bottle.
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