The Amé redesign reflects the brand's repositioning as a mainstream adult soft drink. An increase in serving size from 750cl to 1 litre "creates a real sharing proposition to match wines or beers". Permanent shelf-ready packaging increases the shelf visibility.
The tie device from Amé's previous labels has been re-created as a piece of delicate glass embossing at the waist of the bottle. Paper labels have been replaced with clear pressure-sensitive labelling.
