Owens-Illinois, the world's largest glass container manufacturer recently completed a line extension for Lucas Bols, the world's oldest distilled spirit brand.
Owens-Illinois, Inc. (NYSE: OI), the world's largest glass container manufacturer recently completed a line extension for Lucas Bols, the world's oldest distilled spirit brand. O-I Netherlands has been sole supplier of the 75cl bottle for Lucas Bols' Damrak Dutch Gin for many years. The line extension introduces 70cl and 1-litre sizes for foreign markets including the U.S. and Europe. The objective is to develop sales in the U.S., where sales of premium gins are on the rise, and in other selected European markets where Lucas Bols has distribution arrangements in place.
A total packaging solution
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 70cl and 1-litre 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 at the Lucas Bols' filling plant Avandis in Zoetermeer (Holland).
Segment manager beer, spirits and wine packaging for O-I Benelux, Patrick Waegemakers, says, "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."
International distillers such as Lucas Bols are muscling in on the proliferation of premium gin by investing in their own brands. Remaining faithful to its original recipes, while thriving on knowledge and traditional expertise, Lucas Bols builds on its reputation of providing high quality alcoholic beverages since 1575.
