In order to achieve a larger share of the fast-growing, fanciful, new age cocktail marketplace, Cruzan Ltd. of West Palm Beach , Fla. , is introducing three distinctive new flavors under its Shakka brand.

To assist with the all-important effort to bring maximum attention to its new Shakka grape (purple), kiwi (green) and apple (red) flavors through a classic and colorful package design, which also delivers bold shelf identification, Cruzan engaged Saxco International Inc. of Horsham , Pa. , worldwide packaging specialists for the wine and spirits industry.

�These new flavors offer unique tastes and hues and provide outstanding complements to light rums and vodkas,� explains Tom Valdes , president of Cruzan Ltd.  The company is a minority owner of the brand and also is serving as its national distributor.

Saxco International provided a streamlined, private mold, 750-mL flint bottle from Anchor Glass, one of its long-time vendors.  Saxco also arranged for Quest of Hillside, N.J., another vendor, to complete the acid etching to deliver the bottle�s frosted look.  Quest  employed a special flux process which created a unique mask in the shape of an amoeba in the frosting.

The attractive clear and white pressure-sensitive labels for the front and back of the bottle were designed by Reisigl Associates, also of West Palm Beach , and were applied by Quest.  Reisigl Associates is a division of Cruzan Ltd.

According to Valdes, the national distribution of the new Shakka brand flavors will be completed through several major distribution chains.

�The dynamics of the fast-moving, new age cocktail market made this an innovative and exciting project,� says Jerry Maya, regional sales representative for Saxco International. 

�Blending our creative and interpretive skills with our experience and knowledge of our vendor lines, we were able to achieve exactly what Cruzan envisioned for the Shakka brand,� Maya comments.