A combination of embossing, hot foil and high-build screen printing helped Peacock Bros. create an award-winning label for Shaws Distillery's Vanilla Vodka, showcasing how premium embellishment can reinforce brand story and shelf appeal.
Developed in close collaboration with the Shaws Distillery team and design partners, the label combines high-build screen printing, embossing, and hot foil stamping to create a layered finish that reflects the craftsmanship and provenance behind the product.
For Shaws Distillery, the label needed to communicate far more than product information. As a sixth-generation farming family producing spirits under a genuine grain-to-glass philosophy, the brand required packaging that authentically conveyed its heritage and quality.
“In the premium wine and spirits market, packaging is often the first interaction a consumer has with the product,” said Andrew Crump, executive director of Peacock Bros.
“The label needed to immediately communicate craftsmanship and quality while creating a sensory experience that encouraged people to pick up the bottle. Premium embellishment plays a major role in achieving that.”
From concept through to final production, Peacock Bros. collaborated with Shaws Distillery to refine the label design, advising on materials and embellishment techniques that would maximise shelf appeal, while meeting practical production requirements.
The final label was produced on Rafwine Bagasse stock and incorporates multiple premium finishing techniques – a rooftop emboss, gloss high-build screen, and Kurz hot foil detailing – each deliberately selected to reinforce the product's story.
“The combination of embossing, foil, and high-build screen created a label that feels as premium in the hand as it looks on shelf,” added Crump.
“The tactile finish adds depth and texture that simply can't be achieved through standard print alone. In premium beverage packaging today, those physical, sensory experiences are becoming increasingly important.”
Shaws Distillery said the result successfully captured the values at the heart of the brand.
“We wanted the packaging to reflect the same level of care and craftsmanship that goes into producing the spirit itself,” explained Ross Shaw, owner of Shaws Distillery.
“Peacock Bros. understood the vision immediately and worked closely with us to bring it to life in a way that felt authentic to our brand. The finished label exceeded our expectations.”
For Peacock Bros., the project also reflects broader trends shaping the Australian beverage packaging market, particularly the growing convergence of premiumisation and sustainability.
“We're seeing strong momentum around tactile finishes, embellishment, and multi-sensory packaging design, particularly in premium beverages,” said Crump.
“At the same time, brands are increasingly seeking environmentally responsible solutions, whether through sustainable materials, recyclable substrates, or more considered packaging design. This project brought both of those priorities together.”
Produced in a run of 1000 labels, the Shaws Vanilla Vodka packaging captures the distillery's farming heritage, while delivering strong shelf presence in a highly competitive retail environment.
The project has since earned industry recognition, winning first place in the Labels category at the 2026 National Print Awards.
