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Stylish packaging revamp for Esprit

Distell’s 36-year old Esprit brand, is sporting new-look packaging and a conversion from paper to pressure-sensitive labels.

Launched in 1984, Esprit was one of the first flavoured ‘wines’ on the South African market, with 7% alcohol by volume. The brand relaunched in 1996 as a natural fruit ale with an alcohol level of 5% and in six additional fruit flavours.

Esprit’s fruity alcoholic beverage needed a brand refresh to appeal to its target audience of ‘self-assured success seekers’. [The brand was revamped in 2010 – see our story here].

“The alcoholic drinks market is undergoing a lot of change, with cross-category exploration and a host of new flavours; flavoured drinks are popular and on-trend,” says Tania Kotze, Esprit brand strategy manager.

“Esprit embraces the individuality of its target market by offering a range of unique flavours that are aligned with globally-relevant trends.”

Esprit comes in three intriguing flavours – Mango with a twist of Chilli, Watermelon and Strawberry with a twist of Lime, and Blueberry and Basil with a twist of Hibiscus.

Striking iconography and colours

These new-look variants sport distinctive packaging, including striking iconography and colours, designed by Woodstock-based Farr van der Vlist Design Specialists.

The campaign messaging ‘Own your flavour’ is a bold statement that speaks to consumers who know who they are and what they want.

The crowns are printed by Coleus, and the bottles and shrink sleeves supplied by Consol and Tropic Plastics respectively.

Distell recently partnered with global label company, Multi-Color Corporation (MCC) to relaunch Esprit with pressure-sensitive rather than paper labels

These exciting variants are also distinctive for their pressure sensitive labels featuring striking iconography and colours. 

Traditionally, Esprit was decorated with a wet glue label and the switch to clear, pressure sensitive labels has rocketed the brand to new heights.

Harry Havenga, Business Development & Marketing, MCC Africa

Source: PPM Magazine, Esprit, MCC

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