The beverages category has some truly excellent examples of packaging that contains, protects, advertises and actually sells the product. As a result the Jury found it hard to select a winner and wished to recognize one specific entrant for the way it had used different technology to enhance the carton and attract at the point of sale. The Bombay Sapphire carton was an excellent carton and met all the requirements in this sector. But in addition the carton incorporated a system of printed electronics that lit up progressively. The Judges had not seen this used in the beverage sector before and felt that it would attract attention and was an excellent example of stretching imagination by adding new technology to a carton.