- THE MAGAZINE
- VERTICAL MARKETS
Inspired by a time reminiscent of the good life when people demonstrated an appreciation for quality, Heaven Hill Distilleries, Inc., of Bardstown, KY, is launching its premium High Rise Vodka in limited markets in the United States. Heaven Hill Distilleries is the nation’s largest independent family-owned and operated spirits producer and marketer and the world’s second largest holder of Kentucky Bourbon.
Seeking to create a unique package design that would clearly be identified with that “good time era,” in both appearance and mindset, it turned to Saxco International, LLC (www.saxco.com), of Horsham, PA, world-wide packaging specialists for wine, spirits, beer and food industries and its vast global resource network.
“Our role was to assist with the design and creation of a new package that would resemble an old time skyscraper to depict the era that inspired the new High Rise Vodka brand,” says Larry Coomes, director of midwest sales for Saxco International. Coomes worked closely with Reid Hafer, senior brand manager for Heaven Hill Distilleries, to complete the project within the required time parameters and budgetary boundaries.
Helping first to create an original design for the bottle, Saxco moved the project further into motion by sourcing and supplying a quality private mold 750ml flint bottle with a long neck and reverse taper that looked like an old time city skyscraper commensurate with that bygone time’s style and culture. The bottle originated from an Asian supplier, one of the many in the Saxco arsenal of high caliber and reliable resources.
According to Hafer, “The High Rise Vodka label designs capture distinctive social settings. Unique in their design, each product depicts a different setting within the style of the product. From a rooftop cocktail party with suits and fedoras to a penthouse with martinis and shakers to a cabana party with swim caps and heels, High Rise Vodka 80-proof, Citrus and Cherry depict fun-loving and fashionable moments.”
The 80-proof vodka carries a blue motive, while the citrus is portrayed in yellow and cherry is depicted in red. The attractive labels which deliver a bold notoriety and highly recognizable shelf presence were applied by Pre-Deco of Bardstown, KY, another Saxco resource. The metal roll on caps in blue, yellow and red accompanied by long skirts in corresponding colors, were supplied through Guala Closures, of Napa, CA, also an excellent Saxco vendor. In addition, Saxco supplied a 1.75L PET bottle replicating the 750ml, as well as a 50ml PET bottle. Both were sourced from Amcor, of Ann Arbor, MI.
High Rise Vodka is a departure from current vodkas. It elevates the standard for the premium vodka segment with quality ingredients by using the finest, softest winter wheat from the Finger Lakes region of New York State and the pristine limestone water that flows through the glacial soils of the landscape. The vodka has been distilled five times to produce an aromatic and creamy vodka suitable to the era.
“The distinctive High Rise Vodka concept was developed to stand out amongst a competitive set lacking character and personality,” relates Hafer. “The product is first and foremost a quality vodka. But the style makes it unique to the category. It represents a classic time and culture that appreciated quality but is not traditional or staid. The era is highly perceptible among consumers.”
High Rise Vodka is being launched in 11 markets in the United States. The 80-proof flagship vodka is being complimented by two flavors--Cherry and Citrus. Available in three varieties (50ml, 750ml, 1.75L), the product will compete in the premium vodka segment at $12.99 for the 750ml and $21.99 for the 1.75L. In addition, the brand will be supported with a complete set of POS which captures the character of High Rise Vodka. For more details, visit www.highrisevodka.com.