Hunter’s, the largest cider brand in South Africa, has launched the new product EDGE – introducing a balanced flavour of both cider and hops. Hunter's Edge 330ml bottleThe innovative product is aimed at those bold and confident enough to try something different and therefore the packaging needed to reflect this:

“What makes Edge different is that it is real. Real cider combined with real hops extract. Edge delivers a bold masculine packaging and a real hops taste,“ says Vithesh Ramklown, Global Brand Development Manager, Hunter’s Edge.

Multi-Color in Boksburg (Johannesburg), South Africa, has worked with Distell on multiple Hunters projects and was confident they could achieve the result they were looking for. The foil neck label, which is a hallmark of many premium beers and ciders, is manufactured at MCC’s plant in Hann Münden, Germany. The neck label features a 10-micron silver substrate foil with yellow tinting to replicate a gold effect. Two shades of blue are used in the foil and display vignettes running down to approximately a 3% dot. The entire process is gravure-printed. The foil is designed with micro-perforations for easy tear-off, hygiene and anti-counterfeiting.

Challenges on the label design were identified during the print design simulations. Label design and pantones had to be amended in consultation with the customer and ink suppliers to achieve the final aesthetics. MCC Johannesburg also had to perfectly match the PSL body label with the foil neck label. The pressure-sensitive body label was reverse-printed on a gravure press with 7 colors using high-opacity metallic inks.

The final offering is an elegant pack displaying dual label technologies. The Labels have since been shortlisted for two upcoming industry awards, testament to the ability of two operations on two continents, independently coordinating their print capacity.

“EDGE has a product range that offers real value and affordability in premium, masculine packaging that stands out in embossed bottles, blue and gold colors and a rich blue foil to lock in  freshness.”