headline press information

Date 26th November 2009 / www.procarton.com

Pro Carton / ECMA-Award 2009: Beverages

Cognac Extra De Luze: Luxury meets pleasure

Text The customer, Cognac De Luze, was looking for a box to present its “Extra” decanter. The marketing manager briefed Van Genechten on what they were looking for - a straightforward box with clean lines to display the decanter, while at the same time retaining an element of mystery. For Download in print quality click on the picture.

The product is a limited edition. This Extra Grande Champagne Cognac has been rested to fully mature over a long ageing period, culminating in a single barrel finish during the years of 2007 and 2008. To reflect the prestige of this product it deserves to be presented in an original manner.

The sales manager for the brand visited with Van Genechten’s specialists in Angoulême and immediately chose this box, because it allows a partial display of the decanter and the decanter can also be returned to the box after use.

Kraft cartonboard was chosen for the body of the box to best present the “Terroir” and “Nature” aspects, while the banner is printed on the white part of the support. The clean graphic design ties in completely with the range of De Luze cognacs. Moreover, the printed banner reflects the purety of the pewter plaque on the decanter.

Jury Comments
In exactly the same way as this would attract attention at the point of sale, so this carton attracted the Judges attention. Made using the reverse side of the cartonboard on the outside, the design would stand out clearly on the retail shelf and immediately attract the attention of shoppers. In a market dominated by high quality print and finishes, the simplicity of the design had immediate impact. In addition the structural design, which allowed the bag in which the bottle was contained to show through the gap in the carton added to the surprise and impact this would have at the point of sale.

Carton producer: Van Genechten Packaging
End user: De Luze
Cartonboard manufacturer: Korsnäs

Information and comments by the jury on all previous Pro Carton/ECMA-Awards as well as the information brochures are available for download in five languages on www.procarton.com and on www.cartonawards.com - printed versions in English are available from Pro Carton via Suzanne E. McEwen, mcewen@procarton.com

Congress Center Düsseldorf

Cognac Extra De Luze

Congress Center Düsseldorf


Congress Center Düsseldorf



Richard Dalgleish +44 777 613 8510 dalgleish@procarton.com
Suzanne McEwen +43 1 218 6918 mcewen@procarton.com
Background Pro Carton is the European Association of Carton and Cartonboard manufacturers. Its main purpose is to promote the use of cartons and cartonboard to brand owners, the trade as well as designers, the media and politicians as an economically and ecologically balanced packaging medium.