O-I creates an art deco masterpiece in extra flint glass for Lux Ultra Premium Vodka

LUX BLACK LABEL, a new ultra-premium vodka, has been launched in an art deco style bottle developed and manufactured by glassmaker O-I. Lux is produced and marketed by the Epping based distillery, LUX COPPER HOUSE.

LUX is an authentically British ultra-premium vodka. Its authenticity is derived from the heritage of its terroir; LUX is distilled from British wheat and produced on the Copped Hall Estate in Epping, Essex. The production site stands on the Copped Hall Estate, a historic site dating back to the 14thcentury, when founded by King Harold by the site of the shrine to the holy cross, where he sought blessing before the battle of Hastings, granted to his canons who gre the grains and distilled the spirits which were traded widely, as far away as Rus (modern day Russia).

James Whittington, brand owner LUX COPPER HOUSE, said, “The brand is aiming for long term success in exclusive retail and restaurant outlets. Therefore, the bottle had to exhibit a classic appeal, not become a victim of fashion. Glass was the only logical choice and O-I helped us achieve exactly the effect we were looking for. The aim was to create a British iconic design to withstand the tests of time, similar to that of Big Ben, the London Black cab and the red GPO phone box, and O-I delivered to the letter.”

LUX COPPER HOUSE has worked closely with O-I to create an art deco masterpiece. The 70cl bottle is octagonal with side panels tapering from 25mm at the shoulder to 16mm at the base. To provide the best visual quality and clarity, O-I makes the bottle in extra flint glass at its Alloa plant in Scotland. The neck is longer than usual and takes a cork stopper rather than a ROPP closure to add even more exclusivity to the pack.

To emphasise the traditional look, LUX COPPER HOUSE has opted for the personal touch, a luxurious embellished paper label. Reverting to paper allows the graphics to leap out inviting the consumer to naturally run their fingers over the raised artwork.

Silver and black graphics enhance the masculine appeal LUX has achieved. The brand’s medieval antecedents are highlighted through the brand's coat of arms, such as the coronet and cartouche surrounding the Union Flag.

O-I New Product Development Manager, Tom McLaren said, “Some people might think it unlikely that an independent brand would find the best, most accommodating and quality partner in the world’s biggest glassmaker. We have worked very closely with LUX on this project and the result is a fine demonstration of our commitment to flexibility and investment in extra flint at Alloa.”

James Whittington said, “LUX COPPER HOUSE sees great export potential for the brand. The French, the Chinese, the Americans; high quality luxury goods from Britain really appeal to them, so we will make our first target to secure UK distribution in the exclusive shops and restaurants they frequent and then extend our reach through distribution arrangements in overseas markets.”

ENDS

For further information and a selection of high resolution and web optimised images please contact Philip Tutt at 360 integrated PR on:

Tel: 44 (0) 2381 845025   E-mail: philip@360integrated.com   Twitter: @360IntegratedPR

About O-I

Owens-Illinois, Inc. (NYSE: OI) is the world's largest glass container manufacturer and preferred partner for many of the world's leading food and beverage brands. The Company had revenues of $6.8 billion in 2014. Following the acquisition of Vitro’s food and beverage business, the company now employs approximately 27,000 people at 81 plants in 23 countries. With global headquarters in Perrysburg, Ohio, U.S., O-I delivers safe, sustainable, pure, iconic, brand-building glass packaging to a growing global marketplace. For more information, visit o‑i.com.

O-I's Glass Is Life™ movement promotes the widespread benefits of glass packaging in key markets around the globe. Learn more about the reasons to choose glass and join the movement at glassislife.com.

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About O-IOwens-Illinois, Inc. (NYSE: OI) is the world's largest glass container manufacturer and preferred partner for many of the world's leading food and beverage brands. The Company had revenues of $6.8 billion in 2014. Following the acquisition of Vitro’s food and beverage business, the company now employs approximately 27,000 people at 81 plants in 23 countries. With global headquarters in Perrysburg, Ohio, U.S., O-I delivers safe, sustainable, pure, iconic, brand-building glass packaging to a growing global marketplace. For more information, visit o i.com. O-I's Glass Is Life™ movement promotes the widespread benefits of glass packaging in key markets around the globe. Learn more about the reasons to choose glass and join the movement at glassislife.com.

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