Damrak gin gets a new look for the US market

Lucas Bols, the oldest distillery brand in the world, is a privately held Dutch company which produces, distributes and markets alcoholic beverages. Its brand portfolio consists of Bols, Galliano, Vaccari, Pisang Ambon, Gold Strike and a large group of Dutch genevers and liqueurs, distributed to over 110 countries.

Lucas Bols wanted to develop a line extension of its Damrak Dutch Gin as it sought to develop sales in the US, where sales of premium gins are on the rise, and in other selected European markets.

Owens-Illinois (O-I), the world’s largest glass container manufacturer, has been sole supplier of the 750 mL bottle for Damrak Dutch Gin for many years. The line extension was to introduce 700 mL and 1 L sizes for foreign markets.

O-I won the new product development project thanks to its ability to create a total packaging solution. To enhance Lucas Bols’ position in the premium segment, O-I upgraded the design for the 700 mL and 1 L bottles. The black closure was changed to a brilliant orange, paired with the original blue bottom, giving the brand a more Dutch look. For increased brand recognition, the embossed logo was placed lower on the bottle.

O-I operates as a one-stop shop for Lucas Bols, handling all necessary purchases and planning the complete production and distribution cycle. The specialty, extra flint bottle is made in O-I’s plant in Holzminden, Germany. O-I delivers the bottles to Decoglass in Montabauer, Germany, for printing, collects them and delivers them to Lucas Bols’ filling plant Avandis in Zoetermeer, Netherlands.

Patrick Waegemakers, segment manager beer, spirits and wine packaging for O-I Benelux, said, “The long-standing relationship with Lucas Bols helped us to intimately understand their requirements. Our new product development capabilities and international character enable local brands to differentiate themselves in foreign competitive markets.”