Gallo refreshes New Amsterdam look
Spirit of Gallo has updated the visual identity of New Amsterdam to boost the vodka’s presence on shelves.
The refresh, which centres around its New Amsterdam Blue expression, features a new logo, label and icon.
The updated packaging has refreshed the brand’s cityscape logo, which will create a ‘cohesive and instantly recognisable’ presence on retail shelves.
Brandon Lieb, vice president of Spirit of Gallo, said: “New Amsterdam Vodka has always been rooted in creating connections – serving as a centerpiece to moments of celebration that bring people together.
“With our refreshed ‘Find Your Wins’ campaign and bold new label, we’re embracing the spirit of camaraderie and the bonds of brotherhood that inspire thrilling possibilities.”
Last year, The Spirits Business spoke to Lieb about how Gallo is marketing New Amsterdam and moving away from traditional methods. One example was the brand’s spicy vodka collaboration with Hot Ones, a popular YouTube series.
The new identity for the vodka can be seen on the brand’s latest iteration of its ‘Find Your Wins’ campaign, which has rolled out across TV, digital and social media channels. The campaign plays up to the friendly nature of competition between friends, highlighting that ‘every win is worth celebrating’.
Along with the identity overhaul for New Amsterdam, Spirit of Gallo has broadened the US presence of its spicy tamarind-flavoured Tequila liqueur, Gran Malo.
The company recently expanded the brand’s US footprint from Southern California to Arizona, Colorado, Nevada, New Mexico, California and Texas.
At the beginning of 2024, Spirit of Gallo’s general manager told The Spirits Business that American whiskey and vodka were areas of “white space” in the group’s portfolio.
You can watch the latest spot from New Amsterdam’s Find Your Wins campaign below:
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