Beverage brand The 1970 has launched in the US with a 35% ABV ready-to-drink vodka cocktail made with 19 fruits, spices and botanicals.
Founded by Ikeda Feingold, the beverage was created to appeal to millennials and can be served neat over ice, as a shot, or mixed with any other spirit, juice or soda, used in place of straight vodka in a cocktail. “The applications are endless,” said Feingold.
She wanted her product, a new concept in vodka-based spirits with a modifier, to stand out from brown liqueurs, typically packaged in short bottles.
To achieve the look, an offset neck was essential to her vision. Feingold shared her sketch idea with packaging design company TricorBraun.
The TricorBraun team conducted a spirits merchandising audit and created a tapered design with an offset neck and broad shoulders that blended the reality of manufacturing with Feingold’s vision.
The team worked to find the right bottle supplier in Italy – a supplier who could produce the offset neck and handle the intricate embossed elements on the sides of the bottle without fracturing the glass. Given the design’s tapered, flat panels, and heavy thick base, the vendor used a semi-automatic process to mould the bottles.
Feingold attributes the initial success of the beverage to the product’s design. “I wanted the bottle’s look to give the feeling that it’s been around for a long time, but yet also modern and new,” she said. “People have been very receptive, and that’s in large part due to the look of the product and its packaging.”
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