Boru opts for premium identity

24 August, 2007

United Brands is relaunching its Irish vodka Boru in revamped packaging.

Sporting a sleeker bottle and redesigned front label, the new look aims to give the brand “more premium connotations", according to director Rob Preston.

The sword and shield logo has been moved to a more central position on the front label and a description of the brand has been added to a black shield on the bottom third of the bottle.

Preston added that Boru – which United Brands acquired from Castle Brands in April – was in need of rejuvenation. “It’s a massive improvement on the old pack but it’s still identifiable as Boru,” he said.

United Brands has increased Boru’s distillation from four times to five to give the vodka “an even crisper finish,” Preston said.

Three flavoured versions – Citrus, Orange and Crazzberry – will be launched in the off-trade after Christmas.

Despite Russia dominating the vodka category, there is still room in the market for “another vodka country”, according to Preston, who believes that Ireland can fill the gap.

“New brands must have a story, credible provenance, quality liquid, with premium packaging and a competitive price to enter the market place. Boru has all of this,” he said.

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