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White Gold Company, one of the largest Russian vodka producers, has unveiled its White Gold Original vodka in a fresh bottle design.
The new look, created by a Russian design group, seeks to make the product trendier and clearer, according to the company. The designers have excluded all excessive details in a bottle décor that aims to transmit a message of Russian identity.
Graph Sheremetev’s signature – which was one of the basic elements in the design of the White Gold range and corresponds to the Russian heritage of the product – has been replaced with an inscription ‘True Original’. The message aims to give consumers the idea that the vodka has original classic taste without any additives or flavours.
At the same time, the new look speaks directly to male target consumers who are honest and confident, or “true originals”, the firm said.
White Gold Company CEO Kirill Kirakozov commented: “Our plan was to change not only bottle design, but the USP of the product. It was the Russian heritage of vodka as national product with centuries of history on its back that was pushing the sales. Now our brand became international and we must think not only about consumers in Russia but worldwide.
“Consumers usually prefer to buy products that help to identify or increase their own status through their choices. In that case, people usually go to ‘top shelf’ species. We target those consumers who are confident in themselves. They are looking for top quality products at reasonable prices and with a stylish look. So, now they have White Gold – True Original.”
The company’s namesake brand has three lines: White Gold Original, White Gold Premium (which contains a drop ginseng extract) and White Gold Black Edition (a vodka for cocktails).
White Gold accounts for almost 14% of the premium vodka segment in Russia and is the number one premium vodka brand produced in Moscow, according to the firm.
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