Hooghoudt was founded in 1888 and has held a royal warrant to supply the Dutch court for the last 25 years. The company is among the top three distilleries in the Netherlands. After more than 125 years the company is giving its jenevers, based on 100 per cent natural ingredients, brand new packaging. With this innovation, Hooghoudt aims to appeal to the younger generation of consumers. At the same time, it is keeping faith with the tradition and natural flavour of this spirit.
“Our jenevers are made of natural ingredients, with the most modern techniques and benefit from our 125 years of experience. Jenever is a special, historical product. Therefore we selected a qualitative glass packaging that illustrates the connection between tradition and the future, communicating a clear image towards both younger and older clients,” says Arno Donkersloot, Managing Director at Hooghoudt.
Christophe Desort, Account Manager Beer, Wine & Spirits Packaging at O-I Benelux: “The various design elements that we have used are what makes this bottle truly unique. For example, the recessed label surface makes the bottle look stylish. Besides 'debossing', we used 'embossing' a relief on the bottle. Using embossing in the glass mouth of the bottle is a first in the Benelux. The relief is only visible once the consumer opens the bottle. Hooghoudt can actively exploit this element in its marketing.”
In addition, the bottle has been given a long shoulder with a different curvature. That subtle detail gives the bottle a more robust appearance. The whole range, 12 products in all, was switched to the new glass packaging in phases. First it was the turn of the one-litre bottle to get the new look, then came the 1½ litre bottle and the ½ litre. All bottles are produced by O-I in white (flint) and green.
Owens-Illinois, Inc. (NYSE: OI) is the world's largest glass container manufacturer and preferred partner for many of the world's leading food and beverage brands. With revenues of $7.0 billion in 2012, the Company is headquartered in Perrysburg, Ohio, USA, and employs approximately 22,500 people at 79 plants in 21 countries. O-I delivers safe, sustainable, pure, iconic, brand-building glass packaging to a growing global marketplace. O-I’s Glass Is Life™ movement promotes the widespread benefits of glass packaging in key markets around the globe. For more information, visit www.o-i.com or www.glassislife.com.
About Hooghoudt Distillery
Hooghoudt is one of the most famous distilleries in the Netherlands, and has been based in Groningen since its foundation in 1888. Hooghoudt has a long tradition as a distiller and producer of high quality alcoholic beverages and non-alcoholic syrups. Since its establishment, the family business has been owned by successive generations of Hooghoudts. The fourth generation is closely linked to the company as a member of the Supervisory Board. Since 1988, the family distillery has held a royal warrant to supply the Dutch court. Hooghoudt is among the country's top three distilleries and is the market leader in domestically-produced spirits. For more information, visit www.hooghoudt.nl.