The premium whisky segment (IML) is traditionally dominated by couple of established brands having a strong equity with the consumer and with their easily recognisable bottle style. ALCOBREW wants to make quick inroads in this segment giving the discerning consumer another choice of a premium product.

The message needed to be well communicated to break the hegemony of entrenched players, inviting the consumer to experience the product. Towards this, Core Design provided a distinct visual language and a signature bottle style to establish a strong connect with the end consumer.

Also, an element of inquisitiveness was created on the packaging to complement the signature style of the bottle. Other elements were added at strategic locations to pronounce product superiority.