Rok Drinks new Bogarts bottle is designed to create more of an on-shelf difference

Rok Drinks' new Bogart's bottle is designed to create more of an on-shelf difference

Rok Drinks is to launch a new bottle for its Bogart's gin and vodka, the premium spirits range it has created with the estate of actor Humphrey Bogart.

The new bottle aims to offer a "differentiated shelf presence" for the global brand, said Rok, which was founded by John Paul DeJoria, who also founded Patron Spirits.

"Bogart's Gin and Vodka is the perfect example of Hollywood luxury," said Rok Drinks chairman Jonathan Kendrick. "We're excited to launch this custom edition bottle as it adds a bit of that old world glamour, when quality mattered, that is synonymous with Bogart's time."

The bottle will be available at selected retailers across the US by November with a suggested retail price of US$24 for the gin and $26 for the vodka, per 75cl.

Rok's Bogart's portfolio currently only houses a gin and a vodka, however the company said new offerings are on the way.

Bogart's gin was launched in February last year while the vodka was unveiled in August 2014.

Rok Drinks also owns other beverage brands including ABK Beer, which launched in the US in 2014. Rok Natural Energy, Rok Water and Rok Irish Whiskey are also Rok brands.

Expert analysis

Alcoholic Beverage Market in US 2016-2016

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