Allen International has designed a new bottle, can, labelling and point-of-sale material for Kronenbourg 1664 to differentiate it as a premium drink from its sister lager Kronenbourg.
“Clarity was lacking from the previously existing UK brand image as a result of the lack of synergy between the design of the bottle and the can,” says an Allen International spokesman.
The consultancy reshaped the bottle to be more fashionable and appeal to clubbers and pub-goers “drinking from the neck”, says brands director Marilyn Warrie.
The French heritage of the Scottish Courage product has been reaffirmed by replacing the “Franglais” wording with more authentic descriptions such as “haute qualitÃ©”, Warrie adds.
The group is currently working on other Scottish Courage new- product development projects to be launched in June.