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The Design & Packaging Masters 2024 results
The best of this year’s entrants in The Design & Packaging Masters combined sustainable packaging with innovative looks.
Design plays a critical role in the spirits sector, influencing consumer perception, purchasing behaviours and brand loyalty.
Beyond that, brands are considering their functionality and sustainability credentials, which can provide added value to any purchase. In the face of increasing competition on the shelf, brands are designing their bottles, labels and secondary packaging with the aim of catching consumers’ eyes.
With this in mind, The Global Spirits Masters Competitions gathered two panels of judges for this year’s Design & Packaging Masters, held at London’s Paloma Café.
The first panel was chaired by David T Smith, spirits writer, consultant, and co‐founder of the Craft Distilling Expo. He was joined by Ruchira Neotia, drinks consultant and founder Neo Margarita, and Antony Moss, independent sustainability consultant. The second panel was chaired by Nicola Carruthers, deputy editor of The Spirits Business. Sitting on her panel was Will Meredith, co‐founder of beverage consultancy Daisy Age Drinks, Richard Legg, founder of Distilled Knowledge, and Ana Henriques, product development engineer at Amorim.
This year’s contest kicked off with a Vodka flight, where two Masters were discovered. Coming in two sizes (700ml and 350ml), Le Philtre Vodka was described by Smith as having a “good feel in the hand, nice range of colours, excellent sustainability credential – reusable, refillable 100% recycled glass”.
Neotia added: “This is a delight – thoughtful, minimal design and 100% recycled glass. Defining the future for bottle design and packaging. Most impressed, and the 35cl is simply adorable. The 70cl could do with shedding some weight on account of functionality.”
Stunning design
Drylaw Organic Muscatel Vodka took home the second Master of the day. Meredith said: “Stunning design, with so many amazing considerations, from glassware sourcing and the glass cap. The aesthetics are beautifully considered, and offer a great expression of the golden ratio from top to bottom. The amount of detail of the Drylaw story through the label is fantastic, and offers so much information. Acknowledgement of the Soil Association offers a great sustainability credential.”
Seven Golds and five Silvers were also awarded in this round.
Among the Gold winners was Absolut’s Andy Warhol edition, described as “aesthetically pleasing”, with “good recycling credentials” at 80% recycled glass.
British-Indian vodka brand Desi Daru won two Golds, including one for Desi Daru Alphonso Mango Vodka, lauded as a “beautiful product” by Neotia. Goral Vodka also scooped two Golds, with its Original expression praised for its complimentary colour scheme and “sophisticated matte black bottle design”.
Gin was put to the test next, by far the biggest category in this year’s competition. A Master was awarded to Cap Gin, lauded by Moss for its “very elegant ridged design, not too heavy”. Smith liked how functional the product was: “It fits in the hand well, pours well, looks premium; tactile closure.”
Secret Garden Distillery’s Gin Range was one of nine Gold medallists, impressing the judges with its “elegant glass embossing” while communicating the “brand ethos of being ‘rooted in nature’, with the garden bee embossed into the wooden stopper”. The Pentland Still also grabbed four Gold medals for its King’s Hill gin range, with Legg noting that the “knurled bottles are very nice and classic. Central copper coloured button is very good and well proportioned. Colours are very good and complement the botanicals used.”
Gold-winning The Gardener Gin was also called out for its “good design, which seemed very natural”, and fellow Gold winner Beefeater 24 impressed with its rectangular shape, and “embossed vines and leaves that provided good texture”. Eleven Silvers were also awarded in this round.
Professional looks
Copalli from design agency Stranger & Stranger was bestowed with a Master medal in the following flight, Rum. “Love the bottle design, how it ties in with rainwater,” said Legg. “The label is very professional looking and works with the liquid and the bottle.”
Meredith described Copalli’s glass design as “stunning, and relevant with its leafy, wavy pattern”. Six Golds were also dished out, including five for Bacardí rums, and one for Stades Rum. Bacardí Caribbean Spiced was described as a “beautifully designed bottle, particularly like the illustrations of the coconut and pineapple to showcase the ingredients”. Stades Rum was enjoyed for its navy-style design, described as a “functional and practical bottle”.
The Tequila section of the competition resulted in one Master medal and eight Golds. Scooping the top award was Tequila Barajas, spotlighted as an “exceptional piece of art and culture”, said Neotia, who added that it “supports community and preserves cultural heritage – I don’t believe this design could be improved upon”.
Smith noted: “Very attractive, very giftable – something that would be reused and kept, so the lack of recyclability is less of an issue.”
IJW went home with two Golds for its Luna De Jalisco Reposado and Luna de Jalisco Blanco. Neotia was a fan of the reposado: “I enjoyed the old-school Wild West aesthetic. Quite distinctive, with good sustainability credentials. Sensible bottle weight.”
Stranger & Stranger added to its medal tally with three Golds in the Tequila flight. The Besties All‐In Tequila was noted for being a “premium collector’s item”, while Jaja had a “gorgeous pastel-styled design”. Meanwhile, Gold-winning Patrón Cristalino was said to be “very fun and elegant”.
Tequila’s sister spirit, mezcal, continued the Master streak with Mezcal Blanco Angustifolia Ultra Premium winning the top award. The bottle came with a gift box and two handmade copita cups etched with the brand’s logo. Henriques praised the attention to detail in the product, noting the complimentary drinking vessels were “amazing and made all the difference”.
Meredith was equally enamoured with the mezcal: “Love the bottle design, from the shape, thickness, artwork, Jicara copitas and straw bases. Everything about how this was packaged made me want to open it and drink it immediately. Fantastic design from top to bottom. Feels stunningly premium. Only missing piece to the puzzle is the cork being plastic. Still love the wooden top, just needs to finish with real cork.”
The Pisco portion was judged next, with a duo of Golds given to Limarí Wines & Spirits. Pisco Nontay Transparente had a “good design” with an interesting pattern on the front label.
Moving onto Cognac, a Gold was awarded to Hennessy ‘Spirit of Travel’ Collection. The Harrods-exclusive XO edition was created to celebrate the London store’s 175th anniversary. Legg said: “Very classic look, green and black create a very elegant look.”
Brandies were put in front of the panels next, with one Gold and a Silver awarded. The Gold-winning Carlos I Limited Edition Design x Felipao had a “lovely bottle shape” and was “easy to pour”.
The only Master winner in the Scotch section was Strathearn Highland Single Malt Scotch Whisky from Douglas Laing & Co. This expression came in “an unusually pretty bottle for a whisky”, said Neotia, who was a fan of its “tactile acorn shape that delivers on the brand messaging”. Two Golds were also awarded in this flight to Big Peat – Anniversary Edition, and Invergordon. The latter was said to have a “distinctive label that would stand out on a whisky shelf”.
Bold use of lilac
The Irish whiskey segment came under scrutiny next, with six Golds and a Silver awarded. Redbreast Cuatro Barriles Edition was one of four Gold winners to come from Irish Distillers, and was praised by Neotia, who noted its “bold use of lilac, lovely bottle weight. The packaging is a good indication of the liquid in bottle.”
Diageo went home with two Golds for its Roe & Co brand: Flor 14 Years Old and Roe & Co Solera Single Malt. Smith said these expressions were “easy to use, with a well-integrated design”.
Stranger & Stranger won another Master, this time for its Redwood Empire Haystack in the American Whiskey round. The judges praised its “striking design” and “embossed details”. Meredith said: “The bottle style is stunning, with the shape and cuts mimicking the trunk of a tree.”
SirDavis, the American whiskey brand founded by singer Beyoncé Knowles-Carter, went home with a Gold medal. One judge likened the bottle to a perfume, calling it “elegant and sophisticated”.
A quartet of Golds made an appearance in the World Whisky flight, including two for Slovakia’s Nestville Distillery. Nestville Whisky Master Blender 2024 15 Years Old was an impressive sight to behold, with one member of the panel enjoying the “Western theme of the wooden case” and its leather closure.
Indri Diwali Collector’s Edition 2024 won Gold for its “very classy and distinctive design”, while French whisky Lafertè had a “bright and fun display”.
German brand Bärenjäger secured a Gold in the Liqueurs flight, noted for its “very fun and pretty design for the bottle, offering lots of references to the honey addition”.
The final Master medal of the day was bestowed upon Hawaii’s Waikulu Distillery Ohana Reserve in the Speciality Spirits flight, which Neotia said “delivered on its premium stance” with “good green recycled glass credentials”.
Six Golds also concluded the day’s proceedings including a hat trick of medals for Global Beverage Trade: Aznauri Chocolate De Luxe, Aznauri Espresso, and Aznauri Wild Cherry. Aznauri Chocolate De Luxe was praised for its “elegant light bottle”, while Moss noted that all three were “elegant, well weighted, functional and deliver on customer expectations”. The other Golds went to Bacardi’s canned ready-to-drink Mojito, Piña Royale from Stranger & Stranger, and Secret Garden Distillery’s range of vermouths.
As is customary, the Master medallists were compared and reassessed to find the best product of the day. This year’s Best in Class title went to French vodka brand Le Philtre. Produced with 100% recycled glass waste, Le Philtre claims to be eco-responsible from the bottle to the cap. The bottle cap is created by using oak waste from sustainably managed forests, while the label is made of bioplastic from recycled paper.
This year’s competition saw a strong number of entries wow the judges across all categories, from Tequila and gin to rum and Cognac.
Reflecting on the entrants, the panels said they would liked to have seen more brands consider the weight of their products, and their use of secondary packaging. Design in spirits is a strategic tool that can drive sales, build brand equity, and foster loyalty. Great designs, after all, make a statement and help a spirit stand out in a highly competitive industry.
Best in Class – Le Philtre Vodka
When it comes to sustainability and beauty, French brand Le Philtre Vodka has nailed it with its distinctive bottle design. Taking the top accolade of Best In Class in this year’s Design & Packaging Masters, Le Philtre Vodka is produced by recovering recycled glass waste. This initiative transforms glass production residues, often neglected because of their atypical colours, into a resource. While most major brands prefer transparent bottles, Le Philtre prides itself on using these different colours – from sapphire to aquamarine – for its bottles, meaning no bottle is the same.
The shape of the bottle is also twisted, dented and uneven, as if blown in recycled glass. The bottle is adorned with a seal that features a spiral-shaped graphic mark inspired by Cho Ku Rei, the first Reiki symbol.
| Vodka | ||
| Company | Product | Medal |
| Le Philtre | Le Philtre Vodka | Master & Best in Class |
| Drylaw | Drylaw Organic Muscatel Vodka | Master |
| Goral Vodka | Goral Vodka (Original) | Gold |
| Goral Vodka | Goral Vodka (Flavoured) | Gold |
| CF Napa Brand Design | Robert’s Organic Vodka | Gold |
| Aspri Spirits | U’Luvka Vodka | Gold |
| The Absolut Company | Absolut Warhol | Gold |
| Desi Daru | Desi Daru Mango Flavoured Vodka | Gold |
| Desi Daru | Desi Daru Vodka | Gold |
| Explorer | Explorer Vodka | Silver |
| Royal Mash | Royal Mash Vintage Vodka 2020 | Silver |
| Diwisa Ag | Trojka | Silver |
| Good Libations | Avanas Pineapple Vodka | Silver |
| Nocturne Brands | Pulse Vodka | Silver |
| Gin | ||
| Company | Product | Medal |
| Cap Gin | Cap Gin | Master |
| Secret Garden Distillery | Secret Garden Distillery: Gin Range | Gold |
| Cygnet Distillery | Cygnet Welsh Dry Gin & Tonic | Gold |
| The Pentland Still | King’s Hill Pink Grapefruit Gin | Gold |
| The Pentland Still | King’s Hill Sea Buckthorn and Kelp Gin | Gold |
| The Pentland Still | King’s Hill Rhubarb and Raspberry Gin | Gold |
| The Pentland Still | King’s Hill Hand Crafted Classic Gin | Gold |
| Chhota Hazri Spirits | Baagh Indian Craft Gin | Gold |
| Gardener Gin | The Gardener Gin | Gold |
| Boundless Brand Design | Beefeater 24 | Gold |
| Boundless Brand Design | Beefeater Crown Jewel | Silver |
| Cygnet Distillery | Cygnet Welsh Dry Gin | Silver |
| Cygnet Distillery | Cygnet 22 | Silver |
| The Old G | The Old G | Silver |
| CF Napa Brand Design | Robert’s No. 1 American Dry Gin | Silver |
| Puerto de Indias | Puerto de Indias Strawberry | Silver |
| Skagerrak | Skagerrak Nordic Distilled Gin | Silver |
| Mikuni | Osaka Gin | Silver |
| Nicholson | Nicholson Blood Orange Gin (Limited Edition) | Silver |
| Nicholson | Nicholson London Dry Gin (Limited Edition) | Silver |
| No.3 London Dry Gin Company | No.3 London Dry Gin | Silver |
| Rum | ||
| Company | Product | Medal |
| Stranger & Stranger | Copalli | Master |
| Stranger & Stranger | Stades Rum | Gold |
| Bacardí | Bacardí Superior | Gold |
| Bacardí | Bacardí Ocho | Gold |
| Bacardí | Bacardí Carribean Spiced | Gold |
| Bacardí | Bacardí Sevillian Orange | Gold |
| Bacardí | Bacardí Mango Chile | Gold |
| Tequila | ||
| Company | Product | Medal |
| Tequila Barajas | Tequila Barajas | Master |
| Tiquis Miquis | Tequila Reposado Cristalino Ultra Premium | Gold |
| Patrón Tequila | Patrón Cristalino | Gold |
| IJW | Luna De Jalisco Reposado | Gold |
| IJW | Luna De Jalisco Blanco | Gold |
| Stranger & Stranger | The Besties All-In Tequila | Gold |
| Stranger & Stranger | Jaja | Gold |
| Stranger & Stranger | Alto Canto | Gold |
| Augusto | Augusto Tequila Reposado | Gold |
| Emyla Tequila | Emyla Tequila | Silver |
| Mezcal | ||
| Company | Product | Medal |
| Tiquis Miquis | Mezcal Blanco Angustifolia Ultra Premium | Master |
| Pisco | ||
| Company | Product | Medal |
| Limarí Wines & Spirits | Pisco Nontay Transparente | Gold |
| Limarí Wines & Spirits | Gran Pisco Nontay Envejecido | Gold |
| Cognac | ||
| Company | Product | Medal |
| Knockout Design and Innovation | Hennessy ‘Spirit of Travel’ Collection | Gold |
| Brandy | ||
| Company | Product | Medal |
| Grupo Osborne | Carlos | Limited Edition Design X Felipao | Gold |
| NA | Tuff | Silver |
| Scotch Whisky | ||
| Company | Product | Medal |
| Douglas Laing & Co | Strathearn Highland Single Malt Scotch Whisky | Master |
| Douglas Laing & Co | Big Peat – Anniversary Edition | Gold |
| Stranger & Stranger | Invergordon | Gold |
| Stranger & Stranger | Glenglassaugh 49 Year Old | Silver |
| Douglas Laing & Co | Scallywag Winter Edition | Silver |
| Douglas Laing & Co | Rock Island Tequila Cask Edition | Silver |
| Irish Whiskey | ||
| Company | Product | Medal |
| Diageo | Roe & Co Flor 14 Year Old | Gold |
| Diageo | Roe & Co Solera Single Malt | Gold |
| Irish Distillers | Redbreast Cuatro Barriles Edition | Gold |
| Irish Distillers | Method and Madness Amburana Wood | Gold |
| Irish Distillers | Midleton Very Rare Dair Ghaelach Kilranelagh | Gold |
| Irish Distillers | Jameson Black Barrel | Gold |
| Stranger & Stranger | Ulysses | Silver |
| American Whiskey | ||
| Company | Product | Medal |
| Stranger & Stranger | Redwood Empire Haystack | Master |
| SirDavis American Whisky | SirDavis American Whisky | Gold |
| CF Napa Brand Design | Monson Ranch Reserve Bourbon | Silver |
| Orang Tua | Black Jack American Whiskey | Silver |
| World Whisky | ||
| Company | Product | Medal |
| Piccadily Agro Industrie | Indri Diwali Collector’s Edition 2024 | Gold |
| Stranger & Stranger | Lafertè – French Whisky | Gold |
| Nestville Distillery | Nestville Whisky Single Malt Single | Gold |
| Nestville Distillery | Nestville Master Blender 15 Year Old | Gold |
| Fielden Whisky | Fieldnotes Hedgerow Rye Whisky | Silver |
| Fielden Whisky | Fielden Rye Whisky | Silver |
| Liqueurs | ||
| Company | Product | Medal |
| Stranger & Stranger | Bärenjäger | Gold |
| Voirin Spirit | Bellamie Cherry Liqueur | Silver |
| Stranger & Stranger | Augustum | Silver |
| Speciality Spirits | ||
| Company | Product | Medal |
| CF Napa Brand Design | Waikulu Distillery Ohana Reserve | Master |
| Global Beverage Trade | Spirit Drink Aznauri Chocolate De Luxe | Gold |
| Global Beverage Trade | Spirit Drink Aznauri Espresso | Gold |
| Global Beverage Trade | Spirit Drink Aznauri Wild Cherry | Gold |
| Bacardí | Bacardí Mojito RTD | Gold |
| Stranger & Stranger | Piña Royale | Gold |
| Secret Garden Distillery | Secret Garden Distillery: Vermouth Range | Gold |
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