Limoncello given all-over upgrade

02 April, 2010

Cellar Trends has refreshed both the

iquid and packaging for its Luxardo Limoncello brand.

The revamp is designed to give the liqueur “a more tactile feel and premium look”, according to marketing manager Catherine Rigby.

Changes include replacing the plastic lid with an aluminium one, embossing the name Luxardo on the side of the bottle, and including a bolder image of a lemon on the front label. The new recipe includes additional lemon juice and lemon peel to add “more zing and freshness to the taste”, explains Rigby.

Cellar Trends is also introducing a new strapline for its Jägermeister brand to encourage consumers to serve it straight from the freezer. The message “ice cold” will be included on the back of the bottle, and featured in POS materials and samplings.

“The main message is Jägermeister should be served cold – the ideal temperature is -18ºC,” said marketing manager Mike Swing­wood. It’s an ice-cold shot first and a mixer second.” As part of the brand’s ongoing sponsorship of numerous rock bands, an ice truck with a bar frozen to sub-zero temperatures will tour music events this summer to serve consumers ice-cold shots.

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