Phillips Distilling Company, a US enterprise in flavors and spirits innovation has announced its largest consumer repositioning effort in the company’s over 100-year history, with a series of packaging innovations and a new product launch intended for today’s modern spirits drinker, it says.
UV Vodka will get a fresh new look with the launch of a new photochromic bottle design that activates a bright spectrum of colors when exposed to UV sunlight. A new tagline “Bring the Light,” is the brand’s first campaign focusing on building a deeper state of mind between the UV name and its connection with sunlight.
When exposed to light, photochromic wave designs appear on the neck of the bottle and continue throughout the primary label. When the bottle is removed from the light the new black UVR logo remains while the colors disappear. According to CTI research, sunlight-activated ink drives purchase intent for 64% of consumers.
Another exciting development is the introduction of Cubist, a first in the category “Freezer Vodka“. It will test the market in Minnesota and Arizona in 2021 with an expanded launch in 2022. Consumer insights show that vodka drinkers prefer vodka ice cold and many store it in their freezer to serve at a more desirable temperature. Phillips is the first distillery to create a vodka that is specifically designed to store in the freezer. When the vodka is at its most perfect temperature — at or below zero degrees Celsius — the thermochromic technology activates the bottle to turn blue which notifies the drinker it’s ready.
QR codes on advertising and point-of-sale materials will link to a video that demonstrates how the label transitions in the freezer along with additional product information. According to Phillips’ research, 75% of consumers believe Cubist is unique from other vodkas.
The company has also announced the launch of its new corporate website. The fully revamped and remodeled site provides a modern and contemporary brand forward experience that is simple and easy for end-users to navigate when searching information, according to the company.
“Phillips Distilling Company has a long history in innovation,” said Andy England, Phillips Distilling chief executive officer. “Our groundbreaking launch of Cubist is the first of many revolutionary test concepts we plan on introducing to the world. We also plan to launch three new brands into lead markets next year that will fuel our company’s growth trajectory and deepen our relationships with distributor and retail partners.”
AIPIA to create congress on smart packaging in the digital age
Following consultation with its members, AIPIA has taken the decision to move the online Supply Chain Congress, scheduled for 7 October to co-locate with the Digitization, Connected Packaging and Sustainability event on 16 November. The supply chain element will run as a distinct stream, but access will be available to all delegates registered on the day. Likewise, those booked on the supply chain stream can access the other presentations, making it a more holistic event.
“We are finding more and more that people are struggling to make the time commitments now demanded to participate in a lot of separate online events. So we have decided to revert to the formula used at our successful ‘live’ events in Amsterdam and offer a single event, but with separate themes covering specialized topics,” explained AIPIA managing director Eef de Ferrante.
“AIPIA has found many companies cannot commit resources to separate dates. Likewise, potential delegates are reluctant to commit to two days and two fees, even when both topics are of interest. So it was clear that combining the events was the best choice. Moving the Supply Chain Congress gives us more time to fill out that stream, possibly even with a brand challenge and another retailer/brand owner forum, and revert to our traditional time slot in November,” he added.
A challenge for challenging times
One result of this move is that a major brand owner is considering to offer one of AIPIA’s unique brand challenges, where members can pitch their Smart Packaging solutions at a particular project or ‘pain point’ identified by the brand. These are lively and very dynamic occasions, even in an online format, as solutions providers get just 3 minutes to make their pitch!
“As delegates registered for both the Supply Chain Congress and Digitization Congress will have full access to all presentations in November, this offers better value and, we hope, a chance to see even more of the latest developments in Smart Packaging,” said De Ferrante
This article was originally published on AIPIA.