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Beehive Brandy unveils modernised packaging

La Martiniquaise-Bardinet has revamped the design of Beehive Brandy to match its ongoing premiumisation.

Beehive XO is included in the redesign

The new packaging will hit markets from April 2024 and was unveiled at ProWein in Düsseldorf this week.

Léna Rusek, international brand manager, 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.”

The beehive-like shape of the bottle has been retained, updated with a simplified and modernised Beehive icon.

The giftbox and labels now feature straight lines, as opposed to the former curves, and a honeycomb pattern also adorns the packaging.

Gold-foil lines have been added to contrast the matte colours.

Rusek added: “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.”

Beehive’s portfolio includes a VSOP (40% ABV) expression, blending French brandies with a touch of Armagnac.

Beehive XO also combines eaux-de-vie matured in oak barrels with Armagnac, before it is bottled at 40% ABV.

To mark the brand’s 170th anniversary in 2022, the brand released an anniversary edition at 40% ABV. The liquid marries Beehive XO with eaux-de-vie that was aged for 15 years.

Meanwhile, Beehive Honey, which sits at 35% ABV, offers Beehive’s signature flavours with a hint of honey.

Beehive XO and Beehive Honey secured Gold medals in The Brandy Masters 2023.

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