Refresh the packaging and collateral for The Real McCoy, a family of premium rums aged 3, 5, 12 and 14 years. The brand, named after Prohibition-era rum runner Bill McCoy, needed to appeal to discerning dark spirits drinkers while emphasizing its craft credentials: small-batch production, no additives, and bourbon barrel aging. Key challenges included minimizing the word "rum," targeting Millennial and Gen-X consumers, making the historical figure relevant to modern audiences, and addressing the brand's perception as outdated or overly serious.
We developed an elegant typographical packaging solution for The Real McCoy, highlighting the brand's authenticity and key benefits. Custom graphics, including a monogram and silhouette of Bill McCoy, were created alongside historical imagery to reinforce the brand story. Luxury was added through specialty printing techniques like embossing and metallic foils, evoking the glamour of underground speakeasies and tying the brand to its prohibition-era roots. The refresh extended to various marketing materials and merchandise. We also oversaw production and sourcing with a focus on sustainability and social responsibility. This comprehensive approach positioned The Real McCoy as a premium, ethically-produced craft spirit with a compelling narrative, resonating with target consumers and attracting investment from Constellation Brands to support expanded distribution.
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