New pressure sensitive label showcases beverage flavors

ROCHESTER, N.Y., April 6 /PRNewswire/ -- Seagram's Escapes recently introduced new packaging that showcases its colorful, flavored malt beverage to consumers. A transparent label on each bottle enables people to see the refreshing beverage inside.

(Photo:  http://www.newscom.com/cgi-bin/prnh/20100405/NY81499 )

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

The new pressure sensitive label found on the 11.2 ounce bottles contains lightly screened graphics of a beach scene. The secondary packaging helps tell the brand story of how Seagram's Escapes celebrates and complements moments when people can "unwind."

"The main goal of the Seagram's Escapes packaging redesign was to provide a contemporary look that today's consumers can relate to. We feel that our new packaging helps people envision themselves enjoying our beverage flavors and unwinding at the same time.

"In the spirit of our brand evolution, the packaging shifts from a beach-centric escape to a product-related escape," McCauley said. "By showing more of the liquid and less of the beach, we're providing consumers with an unobstructed look at the beverage they're buying."

The new packaging hits store shelves nationally in April 2010.

About Seagram's Escapes

Introduced in 1985, Seagram's Escapes currently offers nine varieties of malt beverage flavored coolers, including: Bahama Mama, Calypso Colada, Cherry Fizz, Fuzzy Navel, Jamaican Me Happy, new Lime Melonade, Margarita, Strawberry Daiquiri and Wild Berries. Seagram's Escapes are available in four-pack carriers and 24-pack cartons. Sold across the U.S., Seagram's Escapes are produced at The Genesee Brewery in Rochester, New York. North American Breweries is the national platform for investments and growth in the beer and malt beverages industries for KPS Capital Partners, LP. North American Breweries owns a perpetual license for Seagram's Escapes from Pernod Ricard USA, LLC, along with the Genesee Brewing Company and Labatt USA. For more information, visit www.SeagramsEscapes.com or www.facebook.com/seagramsescapes. View and subscribe to more news from Seagram's Escapes here: http://www.pitchfeed.com/seagram'sescapes/18968.

Please unwind responsibly.

SOURCE The Genesee Brewery

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