A state-of-the-art foil from brand enhancement specialist API is re-creating the glamour and impact of Viniq Shimmery Liqueur on its retail display box. The holographic Micro Glitter foil flawlessly integrates with the overall graphic intent to convey the brand promise of the distinctive new liqueur from E & J Gallo Winery.
Marketed to millennials, Viniq Shimmery Liqueur is a fusion of premium vodka, Moscato wine and natural fruit flavors. Initially only available on the West coast, the liqueur’s remarkable success soon prompted E & J Gallo to distribute it nationwide. Based on its outstanding sales growth following the regional launch, it represents the largest new trademark introduction in distilled spirits since 1978.
The Micro Glitter foil, part of API’s Holofoil™ range, is applied to the retail display box by Pacific Southwest Container (PSC). It creates sparkling waves of light that emanate from a printed image of the Viniq Shimmery Liqueur bottle. This graphic display represents the swirling shimmer effect of the liqueur when it is poured into a glass.
The box exemplifies packaging that acts as a ‘second skin’ by representing the product’s qualities and helping to build a relationship with the customer even before purchase. It works in perfect harmony with the other elements of the product to attract its target market of young millennials, catching the consumer’s eye and visually telling the story of the shimmering liqueur.
“The selling point of the API Micro Glitter foil was the unique dot size and density, and how great it looked with the customer’s graphics,” says David Turnbaugh, estimator at PSC. “The graphics were designed to complement the impact of the foil, which has performed exceptionally well both during manufacture and in the results delivered to the customer.”
PSC, one of the premier providers of packaging solutions in the western US, applies the Micro Glitter foil to the drink’s retail box using a Bobst 126 BMA foil press, before overprinting it with the high impact graphics and applying an overall UV gloss coating to the sheet.
“After the decision to use the Micro Glitter foil was made, we worked with API to forecast the demand and delivery needs,” says David. “The entire project – from ordering to application – was a success. The API team has always done everything it can to expedite our orders, and our working relationship has enabled us to adjust plans wherever necessary.”