New bottle to help Cranes liqueur grow in on-trade

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A new brand identity and bottle have been unveiled for Cranes cranberry and blood orange liqueur to help it appeal more in the on-trade.

Co-founders and twin brothers Ben and Dan Ritsema have added a 50cl bottle to join the original 35cl format that was launched three years ago.

While the 35cl will continue to be sold in retail, mainly through farm shops and deli outlets, the larger bottle is intended to prepare the brand for developing more on-trade accounts.

The new design for the bottle features gold-foiled elements to make it stand out more. Ben and Dan came up with the new look to establish a more contemporary but crafted appearance for the brand to reflect its taste.

Cranes, which also produces three fruit-flavoured ciders, engaged with bartenders in autumn this year through its first Cranes Cocktail Competition.

Ben said: “This rebrand is an important step for us in the ongoing development of the business. After the recent rebrand of our ciders, we felt it was time to update our liqueur to fit its premium and crafted position in the market place.”

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