Bold Splash in Ready-to-Drink
Distillerie 3 Lacs, born from the expertise of three friends, entered the ready-to-drink category during a period of rapid growth and fierce competition. The challenge was to launch their first product, a pink lemonade, in a highly saturated market and reach a younger audience, while maintaining the refined aesthetic established with their base gins.
The can design featured vibrant, summery visuals inspired by pool parties, flamingos, festivity and freshness. A citrus-filled social media campaign extended the playful universe to a wider audience. The packaging’s adaptability allowed for rapid innovation, including the launch of a Gin Lime Fizz with a chameleon motif, and a Limoncello Spritz featuring playful lemons on bicycles inspired by the Amalfi Coast.
We embraced the boldness of the 1980s aesthetic, tapping into a cultural resurgence of retro, playful visuals. The approach balanced Distillerie 3 Lacs’ signature quality and sophistication with a fresh, fun energy designed to appeal to a younger demographic.
The pink lemonade launched in April 2021, became the SAQ’s best-selling Quebec ready-to-drink within two months. Subsequent launches, including the Gin Lime Fizz, sold out in minutes, reinforcing Distillerie 3 Lacs as a leader in the category.
