French spirits group La Martiniquaise-Bardinet has unveiled a design uplift of its Beehive Brandy range as part of the brand’s premiumisation push. The new packaging of the Honey, VSOP and XO bottles is set to be released in April across all markets.
The refreshed look illustrates the story behind the brandy’s name, heritage and craft, as well as the spirit’s unique quality.
While the brand has retained the signature beehive-shaped bottle, the enhanced packaging also showcases a simplified and modernised beehive image for maximum impact and recognition.
The gift box and labels are designed with straight lines replacing the curves, and a honeycomb pattern adorns the packaging. Matte colours contrast with gold foil lines to reflect the quality of craftsmanship and liquid.
Beehive was founded in 1852 by two French entrepreneurs embarking on a journey to Australia from Bordeaux, France, with brandy on board.
They originally named the brandy ‘La Ruche’ (French for beehive), because of its “delightful smoothness”. Its popularity then reached the English-speaking world and, since drinkers found its name easier to pronounce in English, the brandy became known as ‘Beehive’.
Crafted from select grapes, Beehive is matured in traditional oak casks. Beehive’s master blender then produces Beehive VSOP and Beehive XO, adding a hint of Armagnac to each for smoothness.
Beehive Honey is enriched with a hint of honey for rich, mellow notes. All three can be served neat, on the rocks or in cocktails.
In 2022, the brand released the 170th Anniversary Limited Edition Cuvée, a blend of the Beehive XO and 15 Year Old eaux-de-vie, presented in black and gold packaging.
La Martiniquaise-Bardinet International Brand Manager Léna Rusek said: “Beehive Brandy has been loved around the world for over 170 years. By updating Beehive’s packaging with a more contemporary feel, we aim to celebrate the unique story of how Beehive got its name, and reflect the exceptional quality of our brandy, as we move into increasingly premium territory.
“Complementing the iconic ‘Beehive’ shape of our bottle, which remains unchanged, we anticipate that the changes will result in even greater success in retail and in duty free, where the brand has a strong presence. We hope more drinkers across the globe will soon try our smooth, delicious Beehive.”
Staying true to its name, Beehive is also committed to helping bees thrive. Since 2021, the brand has partnered with the French beekeepers’ network Un Toit Pour Les Abeilles (A Roof for the Bees) to support the preservation of bees and develop new colonies. ✈
