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Symington Family Estates
Glass creation and engraving
In the early 2010s, Saverglass created a bottle for the Graham's brand that transformed its standard design. The goal was to attract a younger and more international customer base. This two decade-long partnership has been massively globally successful.
The Tawny — A Less Conventional Category with Great Potential
Established in the Douro Valley, in the north of Portugal more than 350 years ago, 13 generations of the Symington family have managed the this venerable Port house. The company is a world leader in the industry and now produces more than a third of Premium Port sold worldwide.
In the early 2010s, Graham's, one of the group's brands, decided to update the packaging for its Tawny Port ranges: which include the 10-, 20-, 30- and 40-year age ranges. The company was hoping to meet new consumer expectations with a less formal design that would appeal to younger demographics and help further develop the export market.
Attracting a Younger and More International Demographic
Graham's entrusted Saverglass to create the bottle. It was a sizable challenge as the customer base has radically changed over the past years:
To incorporate all of these ideas into a bottle—while providing the consistency needed across the Tawny range—Saverglass and Graham's were ready to think outside the box.
A clean design enhanced by extra-white glass
The new bottle of Graham's Tawny Port was created based on numerous discussions between Saverglass experts and Symington’s marketing teams. It stands out thanks to the sheen of the Extra-White tint of the bottle. This design is a first for Port, a region in which bottles are typically made from dark-colored, tinted glass.
The bottle embodies the brand's dynamism through various details:
The extreme purity of the smooth glass adds shine to the bottle and reveals the depth and complexity of the beautiful ruby and amber tones of the 10-, 20-, 30- and 40-year-old ranges of Graham's Tawny Port.
Worldwide business success
Following the international launch of the new bottle, the Graham's Tawny Port brand has seen outstanding results in Europe, Asia, North America and the Middle East. The product was able to penetrate a new customer base that is highly invested in contemporary design and has since seen very strong sales.
"Consumer reaction has been very positive across the world. Packaging has played a very important role in the success of the product. I think this is one of the most successful projects we have undertaken," shares Paul Symington, CEO of Symington Family Estates.
Testimonial Video from Mr. Symington (CEO)