The earliest reports of Gin consumption come from the Netherlands in the 13th century. The late 16th and early 17th centuries saw the British fighting in the 80 Years War. Fighting in Antwerp soon revealed the joys of Gin (known as ‘Genever’) to thirsty soldiers – and the result was almost inevitable that the libation would find its way back to England. English distillers were quick to realise the possibilities of a homegrown ‘Genever’ – which would quickly be shortened to ‘Gin’.
Today Gin is experiencing a global renaissance. UK sales (for instance) have doubled in the last five years. It is now produced in a seemingly endless number of varieties. however there si one thing that each manufacturer has in common – and that is to design a label that stands out from the crowd. Designing Gin labels is a combination of art and legal knowledge. One could have the most beautiful design in the world – but if it does not conform to government regulations it’s going to be back to the drawing board.
Designs need to be eye-catching and stand out on the shelf – and a major component of getting this right is choosing the right print option from the many available.
Labels can be single colour, full colour, feature processes such as foiling or holographic design. They can be embossed or spot varnished. the golden rule is that the brand needs to be highly visible and the font used needs to be legible. Gin labels – and their design is best left to professional artists, who will work with distillers to bring their vision to life.
As far as legalities are concerned there is some standard information that must be on the label.
This includes, country of origin, name and address of the bottler, alcohol strength by volume, nominal volume (litres, centilitres or millilitres), maturation period and allergy warning if necessary. Most countries also require some form of ‘Please drink responsibly’ messaging.
Design is tricky in what is rapidly becoming an incredibly competitive market. However, innovative design will assure share of views ion shelf – and that leads to sales – and that is the acid test of success.