Notts firm spirits M&S to a packaging ‘first’ this Christmas

 A Nottingham firm has once again helped light the way towards the packaging hall of fame with its pioneering design for Marks & Spencer’s new range of Liqueurs in light up bottles.

Colwick-based the Wilkins Group has out-shone its ground-breaking M&S ‘snow globe’ spirit bottle designs of the past three years by creating what is believed to be a first in glass packaging.

The packaging giant has designed and developed a concept that includes a 360-degree wrap-around label for the retailer’s new range of three Christmas Liqueurs in light up bottles.

The process is unique and extremely challenging to achieve on a glass bottle as, rather than using the traditional method of using shrink-film, the firm developed its own clear label, machinery and bespoke adhesive to attach the label.

The new M&S range consists of three Liqueurs in light up bottles – Stollen Rum, Vodka Berry and Marmalade Gin – each with a different coloured version of the Wilkins Group’s abstract design idea.

The bottles also include a swing ticket and trademark lights inset into the base of the bottle – a concept that has been much loved by the consumer since M&S launched its original Christmas gin ‘snow globe’ back in 2020.  

Wilkins Group director, Justin Wilkins, said: “M&S came to us with a generic brief for the Christmas 2023 line. They wanted to move the project on from the snow globes, so we were determined to create something even more ground-breaking.  

“We took our cues from them and focused on some of the seasonal images they provided.  With this in mind, our team, alongside our design partners EBI created a winning design for them. 

The team created artwork in three colours – silver, copper and gold – that drew out the warm, indulgent colours of the bottles’ contents, which are enhanced by a light in the base of the bottles.

Justin said: “M&S loved our suggestion of a wrap-around label, even though we knew it would be extremely hard to achieve.”

So, the packaging firm developed machinery specifically to accomplish the 360-degree wrap-around technique and used a unique, transparent label material with bespoke adhesive to achieve the result.

Justin added: “We think we could be the first packaging firm to create a 360-degree wrap-around label like this on a glass bottle. It is a packaging concept that is very challenging on glass when you move away from the traditional shrink-film process that most packaging companies use.  

“While this was an exceedingly difficult and challenging project to deliver, we believe that this new design, together with the tempting new gin, vodka and rum flavours, will once again make this now iconic addition to the Christmas shopping list another viral sensation.”  

The new M&S Christmas spirit liqueur range is now available in store at M&S food outlets across the country or via Ocado.