Tesco’s recently released Finest* French Grain Vodka with a bottle designed by London-based creative design consultancy, Pemberton & Whitefoord The design exudes quality and employed creative finishes.

The bottle is partially frosted and is almost completely covered with beautiful calligraphic acanthus leaves, evocative of French artist Alexis Peyrotte’s 18th century etchings and paintings.

The ornamental decoration epitomises the high quality of the product. Frosted glass covers the majority of the bottle and clear glass areas are defined in Imperial blue to accentuate the elaborate leaves. A deliberate consequence of the diverse finishes is that the bottle is engagingly tactile, which adds to its appeal.

The vodka retails at £20 for 70cl. It is distilled, filtered and bottled in France and was selected by Tesco’s cellar master. The taste is smooth, elegant, delicate and neutral.Tesco vodka2

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.