[China Packaging Network News] On August 12, in Shanghai, China, the "Oscar of industrial design" — the prestigious German Red Dot Design Award — announced its 2015 winners. Among them was the limited edition packaging for Bacardi BREEZER Ice Rui, which stood out and won the Red Dot Design Award.
Established in 1955 by the renowned German design association Design Zentrum Nordrhein Westfalen, the Red Dot Design Award is one of the most respected international design awards. Alongside the iF Award and the IDEA Award, it's considered one of the three top global design honors. This year, over 50 countries participated, with nearly 5,000 entries submitted across product design, communication design, and design concepts.
This year’s Red Dot Design Award featured the limited edition holiday bottle packaging for BREEZER Ice Rui, designed by Interbrand, a leading global brand consulting firm. The packaging captures the essence of summer with a fun, youthful vibe, offering eight different flavors that reflect the spirit of freedom, relaxation, and excitement. Each flavor represents a unique summer mood — from being curious to partying, from feeling refreshed to being intimate.
The packaging also features UV-reactive printing, making the bottles glow under ultraviolet light. This special feature adds an extra layer of visual appeal and makes the bottles stand out at night, enhancing the overall party experience for young consumers.
The design has been praised for its innovation, aesthetics, functionality, emotional impact, and creativity. Judges from the Red Dot panel recognized the effort put into every detail, highlighting how the packaging successfully connects with the target audience.
Li Qi, Senior Brand Manager at BREEZER, said, “We wanted the holiday bottle packaging to reflect the vibrant and refreshing nature of each flavor. We aimed to create something visually striking that would resonate emotionally with our consumers. Through Interbrand’s creative team, we were able to capture the essence of youth culture and translate it into a globally appealing design.â€
BREEZER has always been a leader in the pre-mixed drink category, known for its bold marketing strategies and innovative product development. The limited edition holiday bottle packaging received positive feedback from consumers, reinforcing its popularity.
Previously, the personalized bottle packaging designed by Interbrand also received recognition, winning the A Design Award in Italy. The design focused on personal expression, using bright colors and playful visuals to connect with younger audiences.
Bacardi BREEZER, launched in 1989 in the United States, blends the smoothness of rum with fruit flavors, creating a low-alcohol pre-mix that appeals to young consumers. With sales in over 60 countries, it continues to redefine the pre-mixed drink market with its fresh, exciting, and innovative approach.
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