In order to achieve a larger share of the fast-growing, fanciful, new age cocktail marketplace, Cruzan Ltd. of West Palm Beach , Fla. , is introducing three distinctive new flavors under its Shakka brand.

To assist with the all-important effort to bring maximum attention to its new Shakka grape (purple), kiwi (green) and apple (red) flavors through a classic and colorful package design, which also delivers bold shelf identification, Cruzan engaged Saxco International Inc. of Horsham , Pa. , worldwide packaging specialists for the wine and spirits industry.

“These new flavors offer unique tastes and hues and provide outstanding complements to light rums and vodkas,” explains Tom Valdes , president of Cruzan Ltd.  The company is a minority owner of the brand and also is serving as its national distributor.

Saxco International provided a streamlined, private mold, 750-mL flint bottle from Anchor Glass, one of its long-time vendors.  Saxco also arranged for Quest of Hillside, N.J., another vendor, to complete the acid etching to deliver the bottle’s frosted look.  Quest  employed a special flux process which created a unique mask in the shape of an amoeba in the frosting.

The attractive clear and white pressure-sensitive labels for the front and back of the bottle were designed by Reisigl Associates, also of West Palm Beach , and were applied by Quest.  Reisigl Associates is a division of Cruzan Ltd.

According to Valdes, the national distribution of the new Shakka brand flavors will be completed through several major distribution chains.

“The dynamics of the fast-moving, new age cocktail market made this an innovative and exciting project,” says Jerry Maya, regional sales representative for Saxco International. 

“Blending our creative and interpretive skills with our experience and knowledge of our vendor lines, we were able to achieve exactly what Cruzan envisioned for the Shakka brand,” Maya comments.