Brutal Fruit updates its label for a premium look at a lower cost.

Brutal Fruit, one of South Africa’s favorite spirit cooler drinks, has relaunched with a brand new look courtesy of Spear System Packaging Africa (

First launched in 2002, Brutal Fruit’s image has changed over the years and has received a new look this year.  SpearSystem Packaging Africa was the obvious choice for SAB having worked together on several projects including Redd’s, Carling Black Label, Castle Lager and Sarita.

Previously decorated using pre-applied ACL decoration, SAB opted for Spear’s pressure-sensitive body labels to complement the new, embossed bottle. The elegant labels not only help to stylize the package, they are also cost effective thanks to manufacturing and throughput efficiencies.

Spear's sales manager, Shane Markow comments, “Converting from the costly ACL decoration to pressure-sensitive labeling has allowed Brutal Fruit’s new-look pack to deliver on premium cues, while bringing substantial cost savings. Another benefit of the pressure-sensitive label is the flexibility to produce promotional labels for special events or competitions, if required.”

The labels were flexo-printed at Spear’s Johannesburg facility in South Africa. The elegant look was achieved by combining a high-luster UV silver ink with a stylish frost finish that was created using a transparent white ink.

SAB Innovations Specialist Taryn Whiting comments upon the success of the new pack which was launched at the beginning of September, “Rigorous testing and consumer research indicated that the new-look Brutal Fruit performed significantly better than the current pack as well as compared to competitors (100% of consumers) and delivered on both the premium and sophistication objectives.”