Celebrity editions
– and now also James Bond – fame working with Edinburgh Gin. The actor/writer/director
designed a limited-edition bottle
and accompanying carton telling the story of Fleabag’s connection
with the Edinburgh Fringe Festival,
with all profits from sales going to
support upcoming artists. Screenprinted front and back, the bottle came to life with the support
of design agency D8 and the
packaging even includes a handwritten note from Andrew Scott,
who played the ‘Hot Priest’ in the TV series.
By Neel Madsen Images: Cardiff Distillery
Premiumisation and limited editions have the same goal – to catch the consumer’s attention and make them feel special. Celebrity endorsement aims to take that feeling to the next level. n the high-end spirits market, there has been a veritable infestation of celebrities
putting their name to limited
editions or new brands of premium drinks in recent time. Some have even gone as far as buying their
own brand (and having a lot of fun in the process).
the face of a premium spirit. In
2017, the global alcohol beverage company took control of tequila brand Casamigos, which had
been co-founded five years earlier by film star George Clooney. Last year, it went on to buy American
Aviation Gin, whose co-owner was Ryan Reynolds, in a deal that sees the Deadpool star continuing to front the brand in its marketing campaigns.
When Reynolds teamed up
with his actor/director friend
Rob McElhenney to take over
Wrexham Association Football
Club in Wales earlier this year, the pair celebrated by introducing a
limited-edition Aviation American Gin, with the club’s colours and
logo on the label. This was recently followed by a version reflecting
the colours of the away shirt. Both editions are presented in clear bevelled, art deco-style glass Diageo is just one of many brand owners that have seen the
potential of featuring a celeb as
bottles that ooze shelf appeal. Another recent collaboration saw Phoebe Waller-Bridge of Fleabag
Sports personalities are also
getting in on the act. Pro-golfer Lee Westwood’s name can be found on a single cask whisky
from Loch Lomond Distillery, which he created together with their
master blender. The limited-edition whisky, which has been aged for
25 years representing the number of wins Westwood has had on the European Tour, is presented in a gift box featuring his signature, as he joins other pro-golfers in working with Loch Lomond.
Cardiff Distillery has introduced
The Collective, a new series of gins launched by former Wales and
British & Irish Lions players Shane Williams, James Hook, Lee Byrne and Mike Phillips. The two initial
offerings come in beautiful violet
and turquoise bottles with digitally
printed labels featuring copper hot foil and embossing by Kutchibok
Design and Berkshire Labels, and two more flavours are planned.
“The response to the design and
packaging of the bottles has been fantastic – gaining attention from
global players. We couldn’t ask for more!” said Paul Miller, Associate Director.
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