Utilizing its 225^th anniversary as a special venue to market its classic AppleJack spirits to a new, expanded and younger audience, Laird & Company of Scobeyville , N.J. , knew that a new package design would be paramount to meeting its overall objectives.

�With the exception of a few small changes to our packaging over the years, this was the first major design evolution for AppleJack in more than a century,� states Lisa Laird-Dunn, vice president of the oldest licensed distiller in America which dates back to 1780.  To help accomplish the task of retaining a Colonial feel while creating an attractive, new, classical appearance for AppleJack, Laird called upon Saxco International Inc. of Horsham, Pa., worldwide packaging specialists for the wine and spirits industry. 

Working closely with Laird-Dunn, Saxco�s Ray Stocki, regional sales representative, sourced and supplied a clear, round bottle with bulb neck for both the 750-mL and 1-L sizes from Anchor Glass in Indiana .  �The challenge was to find the right bottle to create the right look, have it meet manufacturing and marketing requirements, and stay within pre-set cost parameters,� Stocki relates.  �We were able to accomplish it all.�

In addition, Saxco arranged for the newly created pressure-sensitive labels for the front and back of the new bottle to be applied by Pre-Deco of Bardstown, Ky. , another Saxco vendor.  The distinctive decorative labels were created by Classical Impact of Jackson, Calif., a Laird & Company design consultant.  The attractive antique ivory labels with bold black, gold and red colors are displayed on the front with Laird�s classic eagle positioned on the back in a way that also makes it prominently visible on the bottle�s front.

Also, Saxco provided two new 12-bottle shipping cartons from Anchor Glass, both displaying the company�s eagle graphic for the 750-mL and 1-L sizes.  The custom printing dies for the cartons were supplied through VT Graphics in Pennsylvania , also a Saxco vendor.  Laird & Company supplied the black plastic caps to fill out the new package design.

�We�ll be rolling out our newly designed AppleJack package nationally, seeking out more spirits enthusiasts, male and female, in the 30s and 40s age ranges,� states Laird-Dunn who will be conducting a special nationwide marketing tour to showcase the AppleJack brand and newly created package.

The Laird family history dates back to 1698 when William Laird, a County Fyfe Scotsman, settled in Monmouth County , N.J. , and began the production of AppleJack for his own use.  Refined through the centuries, AppleJack now consists of a smooth and special unique blend of apple brandy and neutral grain spirits.