Burnetts is the fourth-largest domestic vodka brand in the US, according to Heaven Hill Brands

Burnett's is the fourth-largest domestic vodka brand in the US, according to Heaven Hill Brands

Heaven Hill Brands has announced plans to update the packaging across the full range of its Burnett's vodka brand.

The revamp, detailed today, is the first in Burnett's 25-year history. Both the bottle and the label will benefit from the redesign.

A taller bottle will be augmented with a "refined brand logo", while flavoured expressions will feature "custom fruit illustrations". Also highlighted on the labelling will be the terms 'gluten free' and 'Made in America'.

"As one of the largest vodka franchises," Heaven Hill said, "the updated look and bold new packaging modernises the brand for both current and new consumers."

The privately-owned company said the brand is the fourth-biggest-selling domestic vodka in the US with annual sales of almost 3m cases per year. The Burnett's range includes 34 flavoured variants.

Just over three years ago, Heaven Hill changed its name – from Distilleries to Brands. The move was introduced as the group has "brands in virtually every distilled spirits category," and would "illustrate that broader identity", the company said at the time.

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Expert analysis

Global vodka insights - market forecasts, product innovation and consumer trends

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