Vodka brand Black Cow has debuted a new premium milk carton-inspired packaging as it aims to raise brand awareness and attract new customers.
Launched across selected premium Co-op and Nisa convenience stores, the new fully recyclable packaging is set to roll out in Sainsbury’s stores from September.
Black Cow, which is packed by hand in West Dorset and exclusively distributed by parent company Molson Coors Beverage Company in the UK, said its new packaging has been designed to deliver impact on the shelf.
The carton tells the story of the vodka brand’s inception and features hero serves such as its Three-Ingredient Espresso Martini for consumers to recreate at home, to demonstrate that it is “perfect for a whole host of occasions”.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Black Cow co-founder Paul Archard said: “Black Cow is the only Pure Milk Vodka in the world. Everything in our bottle comes from milk and our unique recipe combined with the distilling process allows us to make the smoothest vodka ever.
“We are so excited to be launching our beautifully designed premium milk carton packaging which we’re sure will capture shoppers’ attention and is perfect for a whole host of occasions, whether that’s making cocktails at home or as a gift for spirits lovers.”
The brand’s vodka is distilled using the milk from grass-grazed cows and whey left over from cheese making, making milk the only source ingredient and contributing to a zero-waste ethos.
Molson Coors Beverage Company brand manager Amelia Sneezum said: “Black Cow’s extraordinarily smooth taste sets it apart from other vodkas.
“Through a host of new listings, award wins, brand activations and the latest standout premium packaging, we’re keeping the brand front of mind with our target audience, driving first time trials, and helping retailers increase sales.”
