Castle Brands Announces Cutting-Edge Packaging for Boru Vodka

In conjunction with the packaging upgrade, Boru Vodka, which is charcoal filtered in a unique process, increased its distillation from four times to five times, giving the vodka an even crisper finish.

03/03/07 Castle Brands Inc., an emerging developer and global marketer of premium branded spirits headquartered in New York, announced the new packaging launch of its lead brand, Boru Vodka.

The proprietary new bottle, designed by leading package design firm Claessens International, is a tribute to the brand's heritage and quality. While the new packaging retains Boru's black and silver palette, the bold, sleek, crystal clear bottle bears a more contemporary Boru Vodka logo as well as a striking sword and shield icon. In addition, the new bottle contains deep vertical cuts representing swords and has a black shield debossed in the bottom third of the bottle which states the brand's attributes.

In conjunction with the packaging upgrade, Boru Vodka, which is charcoal filtered in a unique process, increased its distillation from four times to five times, giving the vodka an even crisper finish.

"One of the lessons from my time running the operations of Absolut Vodka for Vin & Sprit in North America was that in a very competitive market, having a very high-quality liquid in the premium segment is not enough. We took a hard look at the playing field and realized that our old packaging did not measure up to the quality of the bottle's contents," said Claes G. Fick, the company's Chief Commercial and Marketing Officer.

Mark Andrews, Chairman and Chief Executive Officer of Castle Brands Inc., commented: "We are firmly committed to supplying our customers with the finest premium brands. By increasing Boru's distillation from four times to five times and completely redesigning its packaging we are, in effect, launching a new brand. Our new Boru reflects the boldness, clarity and quality of this outstanding vodka, which is now well positioned to become a leader in its category."

The new packaging will be introduced across the United States in March and will be followed later in the year by an international roll out.