Wenneker Makes a Colourful Impact

Overview

Wenneker Distilleries is a small, family-owned Dutch drinks company which, in order to grow their business, needed to gain distribution in new, emerging markets to compete with the likes of Bols and de Kuyper at an international level.

Challenge

The brief to LFH was to create a bottle design that is imbued with quality and which creates a sense of drama and colour in the bar setting.

Illumination

The apparently simple decision to introduce clear glass bottles meant that the vibrant colours of each of 41 variants allowed the product to differentiate itself and create a real sense of theatre on shelf. At the same time, the structural design of the bottle was significantly altered – the longer neck and tapered base created a low centre of gravity – making it easier for bartenders to grab the variant they needed. Conscious of budgetary constraints, we developed a bespoke palette of six colours capable of reproducing the entire range enabling the printer to print up all the labels in a single run. This achieved significant print production cost savings, reduced material waste and used less energy.

Result

In 2005, the Wenneker liqueurs range won a Silver medal at the Wine & Spirit International Design Awards. Within months of the re-launch, distribution had increased significantly with new channels in the UK, Europe, Asia and Australia. Sales shot up by nearly 25% in the first year, and overall sales have risen by an average of 20% year on year. Additionally the re-design supported a higher price point for the range. All this, combined with the substantial savings achieved from printing using a harmonised colour palette, meant that Wenneker achieved significant improvements in both margins and ROI.

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