Five Wives first launched in 2012 and became a favorite among vodka drinkers in Utah, with three product lines. While the brand was finding success with its flavored vodkas, the brand realized the need to appeal to a premium spirit drinker.
Launching a new, high-end vodka line meant packaging adjustments to a heavy-duty bottle with a premium look, so Five Wives turned to Berlin Packaging (berlinpackaging.com) and its Studio One Eleven design team for answers.
Berlin Packaging presented the vodka brand with six unique packaging options. Rather than choosing one, Five Wives decided to infuse elements from all six options into the final product. Berlin Packaging fused the design concepts together to create a bottle with branding consistent with Five Wives’ existing product lines, yet unique enough on its own to appeal to more sophisticated drinkers.
The Five Wives Premium product is packaged in a long-neck, 750 ml super-flint glass bottle, which allows a view of the product clarity and reflecting the brand’s dedication to providing a pure, smooth product. The bottle also features a fully frosted silkscreen graphic that wraps around the entire bottle, prominently showcasing the snow-covered Wasatch Mountain range, giving it a local feel, as the mountains are adjacent to the Five Wives production facility. The bottle also maintains brand equity, featuring the brand’s signature Five Wives logo on the front of the bottle and a black and white illustration of the wives printed on the back.
Five Wives is receiving rave reviews from customers and retailers on the new premium look. The brand plans to launch in additional markets in the future.