In an effort to further energize sales of its Tequila Rose Strawberry Cream Liqueur,  McCormick Distilling Company Inc. of Weston , Mo. , is undertaking a total repackaging of the spirit.

�As part of the overall project, the distiller is introducing two new cream liqueurs, Tequila Rose Java and Tequila Rose Cocoa,� according to Chief Operating Officer Jim Zargo.  �With the introduction of the new flavors, now is an opportune time to undertake this major repackaging.

To help with the overall research and design for the labels and bottles, it enlisted the services of Pigeon of Toronto and also brought in Saxco International Inc. of Horsham , Pa. , to assist with other major components of the project.  Saxco International are long-time international packaging specialists for the wine and spirits industry with expansive global resources.

Pigeon conducted focus groups for the label and bottle design and made recommendations based on its research for a new distinctive, private mold, flint bottle.  Saxco sourced and supplied this item from Owen-Illinois in Canada in 1.14-L, 1-L, 750-mL and 375-mL sizes.  The 1.75-L version came from Vetri Speciali in Italy , while the 200-mL flask came through Anchor Glass in Indiana .  All the glass vendors are part of Saxco�s extensive international resource network.

In addition, Saxco arranged for bottles to be powder coated matte black through Serigraphie in Montreal , another in its worldwide vendor cordon.  Four of the sizes (1.14-L, 1-L, 750-mL, 375-mL) possess a special embossed cartouche of a rose on the front.

McCormick, with the help of Pigeon, also designed and produced its own pressure-sensitive labels employing metalized paper with decorative designs in black, white and pink.  McCormick handled their application in-house and supplied long-skirted caps in different colors for the individual flavors.

�This is a fantastic, exciting project which drew very heavily on our experience and vast resources,� relates Larry Coomes, regional sales representative for Saxco International.  �This was a genuine opportunity to showcase our unique capabilities.�