The new packaging for Seagrams Escapes launches this month

The new packaging for Seagram's Escapes launches this month

View 1 related image

Pernod Ricard has lined up a packaging revamp of its Seagram's Escapes flavoured malt beverage range in the US.

The company, which licences the brand to KPS Capital Partners' North American Breweries unit, said earlier this week that the update will allow consumers to see more of the product thanks to the use of a transparent label.

The pressure sensitive label on the 11.2oz bottles contains screened graphics of a beach scene.

“We wanted to whet consumers' appetites by highlighting the liquid instead of covering it up with traditional paper labels,” said Jennifer McCauley, brand manager for Seagram's Escapes.

The packaging will launch across the US this month.

The Seagram's Escapes portfolio, which was launched in 1985, consists of nine variants, including Calypso Colada, Jamaican Me Happy and the recently-introduced Lime Melonade.