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FOR FURTHER MEDIA INFORMATION: Stu Coren,
Rosen-Coren Agency, (215) 741-2003
Saxco International Delivers an Innovative Packaging Touch
for
White Rock Distillers New Coconut Rum Because of continued strong growth in the area of coconut
rums, White Rock Distillers decided that it was time to enter the
competitive field with a strong new dark coconut rum of its
own.
To assure that the U.S. introduction and pilot program would
go well, it enlisted the services of Saxco International Inc., Horsham,
Pa., world-wide packaging specialists for the wine and spirits industry,
to help complete a unique packaging design for the new rum
specialty.
"We were challenged in a great many ways on this
project," says Keith L. Sachs, chairman of Saxco International. "We
ultimately would design and deliver a wood and plastic top assembly
resembling an actual coconut and would change the overall appearance of
one of White Rock�s private molded clear glass 750-ml bottles by spray
painting it a rich chocolate brown. It gave it a totally new
look."
The wooden top was sourced from a Swedish supplier and was
glued to a plastic cap from Owens-Illinois. J.C. Ribeiro of Portugal,
long-time supplier to Saxco, completed the top assembly aspect of the
job. White Rock completed the package design by wet gluing their product
labels to the front and back of the bottle.
"Because this was to
be a limited initial run as part of its U.S. market test, White Rock
asked us to come up with an innovative approach that was exciting yet
economically feasible." Sachs notes. "We believe we accomplished
that."
According to Paul Coulombe, who is managing the new dark
coconut rum specialty introduction for White Rock Distillers, "The new
drink will be targeted at females 21 to 30 years of age and will be
marketed throughout the United States. Our research indicted that
several other distillers have experienced a double-digit growth rate in
this market segment, so we thought this would be an ideal time to
introduce our new entry," he explains. KD
Saxco International has more than 20 years of industry
experience, providing a broad range of packaging products and services
to the liquor and wine industries. In addition to supplying packaging
enhancement products, the company�s services include expert consultation
from development to design. SAXCO is headquartered in suburban
Philadelphia, Pennsylvania, with sales offices in New Brunswick, New
Jersey; Boston, Massachusetts; Cincinnati, Ohio; Louisville, Kentucky;
Redwood City, California; and Harpenden, Herts, England. Additional
details at (215) 443-8100, fax (215) 443-8370.
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