Wine & Spirits

Castle Brands Upgrades Boru Vodka Bottle

Posted: March 6, 2007

Castle Brands Inc., an emerging developer and global marketer of premium branded spirits, announced the new packaging launch of its lead brand, Boru® Vodka. The proprietary new bottle, designed by package design firm Claessens International, is a tribute to the brand's heritage and quality and debuted in the U.S. in March.

While the new packaging retains Boru's black and silver palette, the bold, sleek, crystal clear bottle bears a more contemporary Boru Vodka logo as well as a striking sword and shield icon. In addition, the new bottle contains deep vertical cuts representing swords and has a black shield debossed in the bottom third of the bottle which states the brand's attributes.

Boru Vodka was inspired by Brian Boru, legendary high king of Ireland. The vodka is charcoal-filtered in a unique process, and the company recently increased its distillation from four times to five times, giving the vodka an even crisper finish.

Claes G. Fick, chief commercial and marketing officer for Castle Brands, says: "One of the lessons from my time running the operations of Absolut Vodka for Vin & Sprit in North America was that in a very competitive market, having a very high-quality liquid in the premium segment is not enough. We took a hard look at the playing field and realized that our old packaging did not measure up to the quality of the bottle's contents."