O-I : EXPRESSIONS delivers premium personalization for Wither Hills on-premise offering

April 09, 2019

Lion – New Zealand has deployed a personalized bottle on premises for its Wither Hills brand in collaboration with O-I that is redefining the way Lion views the delivery of wine to the table.

We had a specific business problem to address when we approached O-I. We needed a modern, premium way to take our Wither Hills wine from the keg to the table. We’d previously been using a non-branded, off-the-shelf carafe, but we realized it wasn’t the 1980s anymore and it was time for a change.

Dave Campbell Lion Marketing Manager, Wine

O-I quickly realized that its O-I : EXPRESSIONS service, which allows brands to turn their glass packaging into a canvas through digital printing, was the perfect fit.

Campbell says that the Lion sales team have quickly picked up the opportunity to use the bottle as a trial in 20-30 venues across New Zealand and he was having to say “no” to those who hadn’t been quick enough to take advantage of the first limited run.

With bottles hitting venues over the coming weeks, Campbell says if successful there is potential for Lion to scale this up to more venues nationwide.

We were delighted to collaborate with Lion – New Zealand. O-I : EXPRESSIONS is ideal for producing packaging for short campaigns, such as seasonal promotions or limited editions. It also enables customers to build brand engagement, consumer satisfaction, and loyalty and to demonstrate premium value. It truly allows brands to turn their glass packaging into a canvas.

Melianthe Leeman Global Innovation Platform Leader for O-I