Heaven Hill Distilleries, a Kentucky-based producer and marketer of bourbon and premium American whiskeys, has created a newly designed label for its Burnett’s Vodka drinks.

The new 80 proof label retains the ‘Quadruple Distilled for Superior Smoothness’ tagline describing the vodka inside, while each of its 33 flavours’ label features enlarged and repositioned flavour image and descriptor.

The product, however, will retain the premium glass bottle with the blown-in Burnett’s crest on the back.

Burnett’s Vodka senior brand manager Reid Hafer said Burnett’s Vodkas has experienced huge growth in the last ten years and above.

"In that time the perception of the product has grown to equal the quality of the premium Vodka. The fresh, new look for Burnett’s communicates impeccable quality and the premium nature of the product," Hafer added.

The upgraded label design will be incorporated across all the sizes and flavours of the Vodka franchise, and will be available throughout the nation from spring 2013.

Heaven Hill will support the launch of new package with updated POS featuring the ‘Always Your Favorite/Flavorite’ campaign and includes national consumer advertising, out-of-home and off-premise POS.

The Burnett’s Flavoured Vodka portfolio includes 33 varieties – Blueberry, Candy Cane, Cherry, Cherry Cola, Citrus, Coconut, Cranberry, Fruit Punch, Grape, Hot Cinnamon, Lime, Limeade, Mango, Maple Syrup, Orange, Orange Cream, Peach, Pear, Pineapple, Pink Lemonade, Pomegranate, Pumpkin Spice, Raspberry, Sour Apple, Strawberry, Strawberry Banana, Sugar Cookie, Sweet Tea, Tropical Fruit, Vanilla, Watermelon and Whipped Cream.

Photo: The Burnett’s Vodka franchise is bottled at 35-40% ABV. Image courtesy of Heaven Hill Distilleries, Inc.