Guatemalan rum brand Zacapa has unveiled a wooden holiday coffret that transforms into six drinks coasters. The limited-edition packaging houses the Zacapa 23 rum.
For its Zacapa 23 rum, Zacapa (Moët Hennessy Diageo) created a dual-purpose coffret for the end-of-year holiday season. The sides of the wooden pack (Miles Promocéan) transform into six drinks coasters, offering “a real additional use to the consumer, who will be able to keep it much longer than a classic cardboard box,” Clémence Carn, Brand Marketing Manager chez Moët Hennessy Diageo, explains to Luxe Packaging Insight.
Creating grooves that enable the coasters to be inserted and slide into place was a technical challenge, says Carn, while marking the petate motif (a wooden floor mat used in Central America and Mexico) on the wood also required specific tools.
The coffret features touches of gold hot-stamping, while the bottle reveals Zacapa’s Guatemalan orchid motif via in-mold reliefs. A petate band, hand-woven from palm leaves and manually applied by women from the Mayan community, adorns the bottle.
The Zacapa 23 limited-edition coffret retails at €61.