Overview: In an era where premiumization is redefining the beverages industry, Peacock Bros.’ recent collaboration with Shaws Distillery on a bespoke label design has elevated the luxury appeal of their vanilla vodka range. This partnership exemplifies how carefully considered packaging can convey craftsmanship and provenance while meeting environmentally responsible solutions.
The Full Story
Peacock Bros., an Australian label maker, partnered with Shaws Distillery to produce premium embellished labels for their Vanilla Vodka range. The project not only showcases the art of high-end labeling but also highlights a convergence of trends in sustainable packaging and tactile finishes.
The collaboration began by understanding the brand’s values and vision. Andrew Crump, executive director at Peacock Bros., emphasized that “In premium wine and spirits market, packaging is often first interaction consumer has with product.” The label needed to immediately communicate craftsmanship and quality while creating sensory experience that encouraged people pick up bottle.
From concept refinement through final production collaboration was conducted between Peacock Bros. designers Shaws Distillery team. Label design combines high-build screen printing embossing hot foilstamping techniques, producing layered finish reflecting the craftsmanship provenance behind product.
Production & Profile
The label is produced on Rafwine Bagasse stock incorporating multiple premium finishing techniques rooftop emboss gloss high build screen and Kurz hot foil detailing. Each selected to reinforce story told by label design as Crump noted “The combination of embossing, foils created a finish feels as well looks in hand.”
Final label was produced run 1000 labels showcasing distillery farming heritage while delivering shelf presence highly competitive retail environment.
Brand & Industry History
<p/Shaws Distillery sixth-generation family producing spirits genuine grain glass philosophy required packaging convey authentic heritage quality. Andrew Crump noted “Premium wine and spirits market, where first interaction consumer has with product, is critical.” Packaging plays significant role in creating sensory experience.
What This Means
This project reflects broader trends shaping Australian beverage packaging market. Growing convergence of premiumisation sustainability particularly around tactile finishes embellishment multi-sensory packaging design brands increasingly seeking environmentally responsible solutions.
Consumer Takeaway
The new label design not only enhances the visual appeal but also creates a sensory experience for consumers, as Crump noted “Tactile finish adds depth texture that cannot be achieved standard print alone. In premium beverages today those physical sensory experiences becoming increasingly important.” Consumers now pick up bottle inspired by craftsmanship provenance behind product.
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