First Drinks spices up Noilly Prat label

Independent drinks supplier First Drinks Brands has a new look for its premium French vermouth Noilly Prat, which it hopes will attract new drinkers while retaining loyal followers. The company said Noilly Prat is made using an infusion of 20 different herbs and typically is a base in long drinks ­ going particularly well mixed with lemonade or tonic. It said that the new design emphasised the heritage of the brand with its premium gold print. But the minimal spaced text and the cleaner background gave the brand a contemporary edge. First Drinks said 62% of Noilly Prat drinkers had been drinking it for 12 years or more, making it crucial to retain the basic original design. "Noilly Prat is an authentic vermouth, recognised world-wide for its strong French heritage and quality, appealing to a consumer that is both sophisticated and modern," said senior product manager Paul Evans. "We have therefore retained some of the original design elements that reflect its urbane qualities, but at the same time have contemporised the brand." The new-look Noilly Prat is available now in the on-trade.