Business
RedLeg Launches Packing Refresh
Distil plc has announced a significant packaging refresh for its RedLeg Spiced Rum brand, featuring a brighter colour palette, a simplified wordmark inspired by Caribbean styles, and an updated hermit crab illustration with foiling and tactile details. This refresh, the first since the brand's 2012 launch, aims to increase on-shelf appeal and attract a younger audience, with 77% of surveyed consumers preferring the new design over the previous iteration. The refreshed core product packaging is rolling out now, with flavour range packaging to follow later in the year. Disclaimer*
About this update from Distil Plc
[{"type":"text","content":"\n\nRedLeg Launches Packing Refresh\n\n\n \n \n \n \n \n \n \n \n \n \n \n \n \n \nDistil plc (AIM:DIS), owner of premium drinks brands RedLeg Spiced Rum, Blackwoods Gin and Vodka, TRØVE Botanical Vodka and Blavod Black Vodka, is pleased to announce a packaging refresh for RedLeg Spiced Rum.\n \nRedLeg Spiced Rum has undergone a packaging refresh across the range, giving the multi-award-winning brand an eye-catching new look.\n \nThe most significant packing update since the brand launched in 2012, the refresh brightens the RedLeg palette, increasing the use of the brand's hero red colour, simplifying the wordmark which takes inspiration from traditional Caribbean sign-writing styles, and updating its red leg hermit crab illustration, including the addition of foiling and tactile varnish details to the shell.\n \nDeveloped in partnership with packaging experts Barlow & Co, the design refresh was undertaken to increase stand-out on shelf, heroise the brand's namesake crab and appeal to a younger adult audience.\n \nThe refreshed pack is rolling out to stores and on-trade venues nationwide now, as well as being available directly from redlegrum.com.\n \nIn addition to the core RedLeg Spiced product, the RedLeg flavour range has also been refreshed with bold coloured labels to increase stand-out and ease of flavour identification in both on- and off-trade environments. The new flavour packaging will roll out later in the year. \n \nCommenting on the refresh, Marketing Director, Sarah Kingsbury, said: \"This refresh has been in the background for some time, and we're excited to now be able to share this with our customers. We've stayed true to RedLeg's roots, while increasing stand-out, legibility and premium cues to create a pack which is preferred by 77% of consumers surveyed vs the previous iteration. Early performance is encouraging, and we look forward to building on this with on and off-trade marketing support over the coming year.\"\n \nEnquiries: \nFor further information, please contact:\n \n\n\n\n\nDistil PLC\n\n\n\n\n\n\n\nDon Goulding, Executive Chairman\n \n\n\nTel: +44 203 283 4006\n\n\n\n\nSPARK Advisory Partners Limited\n(NOMAD)\n\n\n\n\n\n\n\nNeil Baldwin\nMark Brady\n\n\nTel: +44 203 368...