New Adnams Gin Bottle Design Scoops Top Award
- Adnams Copper House Gin wins big at World Drinks Awards
- New design brings increase in sales for the Suffolk distiller
Adnams, the Suffolk-based brewer and distiller, has been presented with the prestigious Design Effectiveness Award for its Copper House Dry Gin at this year's World Drinks Awards.
The award, which recognises the power design has on driving sales within the spirits industry, coincides with the one-year anniversary of the bottle's new look, which Adnams unveiled in April 2015.
The new bottle features a bold graphic, which utilises screen print techniques to create a brighter design, helping the gin to stand out amongst other bottles on the shelf. Created by CookChick Design, the gin bottle was refreshed to echo the spirit's coastal provenance and locally-grown ingredients. It features hand-drawn illustrations of the botanicals used in the distillation process and also the beautiful Copper Stills, each incorporated to convey the handcrafted and artisanal approach Adnams takes when creating its gins.
As a result of the new design, Adnams has reported an increase in gin sales of over 75% from 2013/2014 to 2014/2015.
Designer Lee Cook from CookChick Design says, "The re-design is far bolder and more fun than the original packaging, which was smart but more traditional. The changes we have made have been influenced by the fact that Adnams' confidence as a distiller has grown, having now established an award-winning range of spirits.
"The company is now braver with its branding and this has allowed us to create a more progressive design, and these concepts will be continued across the full product range. As a result, the bottle now has an interactive feel, achieved by the screen print finish, which encourages people to pick up the bottle and rotate it to discover more about the gin.
"We are so delighted to have won this award, as it recognises the importance and effectiveness of package design, an area that can often be overlooked when it comes to increasing product sales. Millennials are far more receptive to well-designed products and the new bottles have certainly increased its appeal to this market."
Adnams Marketing Director, Emma Hibbert comments, "We entered into the spirits market and opened our distillery in 2010 and since then the industry has dramatically evolved. From a design perspective, the spirits market has followed the craft beer trend and this has allowed for more creative and impactful bottle designs. We refreshed the look of our Copper House Dry Gin to reflect these industry changes and its success is clearly evident as it has helped us to increase sales figures.
"It's also important to mention the correlation between the new design and Adnams' unique production story. We are finding that increasingly Adnams' fans and gin drinkers are more and more interested in the story behind the products they consume and really value the fact that their favourite tipple contains only quality ingredients - like our locally-sourced malted grains - and also that it has been created with care. The re-design is a testament to this ethos and it is encouraging to see that customers are responding so well."
