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CAVU Distilling Keeps The Coast Spirit Alive with Launch of Limited Edition Label Series

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We share how the MCC team worked with CAVU Distilling to develop labels for their latest Limited Edition series of spirits. Utilising digital printing technology we created labels that captured the unique personalities of these four new varieties whilst retaining consistency with the mainstay signature range. Read on to learn more about the brand, how we solved their labelling challenge, and how we made the labels.

Challenge

The team behind CAVU Distilling reads like a hall of fame. Founders Matt Hobson (formerly Alliance Airlines) and Michael Conrad (Newstead Brewing Co, Three Bistro, Restaurant Two, Two Small Rooms), together with Adam Chapman (former Chief Winemaker, Sirromet Wines) and Daniel Vinson (formerly the Customer Relationship Manager at Liquid Specialty Beverages); four best mates whose mantra is they’re “not the makers of Australia’s finest rum – yet.”

Situated in the shadow of Queensland’s Big Pineapple, CAVU is home to the iconic Sunshine & Sons brand. Since 2019, the team has launched five signature spirits including their Original Vodka, Original Dry Gin, Pineapple Parfait Gin, Original Cane and Mr Barista coffee-infused spirit. The aforementioned rum is on its way and has spent the past two years ageing in barrel. The name Nil Desperandum Rum is basically Latin for no worries, a phrase the CAVU team say, “gives you an idea of who we are and why we do what we do.” The first batch of Nil Desperandum Rum will have its grand launch on 22nd February 2022 at precisely 2.22pm.   

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Behind every CAVU label is distillery royalty, a team of label experts and last but certainly not least, the creative genius of Nous. Based in Brisbane, the Nous design team have been with CAVU from the beginning, expertly crafting everything we love about the Sunshine Coast into a beautiful series of label designs.  

We have been working closely with CAVU for the past two years to create beautifully printed labels for their signature range. We were excited, and quite intrigued, when we received the call to develop a new Limited Edition series.

Our team of label experts, led by Allen, worked with the CAVU team to create four unique Limited Edition series labels:

  • KFC Gin
  • Paul Kelly Dry Gin
  • Raelene Boyle Dry Gin
  • The Spirit of BarRat

 

KFC Gin

This “finger lickin’ gin” was crafted especially as a gift for employees attending the 2021 Kentucky Fried Chicken (KFC) staff conference. The team at KFC approached CAVU to label 250 bottles of their traditional dry gin – coincidently the 11 ingredients of the Gin aligning perfectly with the Colonel’s secret 11 herbs and spices.

The design was created to match the double-sided label used on CAVU’s signature range. Silver foil was used to accentuate the main headings on the front of the label. The Colonel Sander’s famous quote – I’ve only had two rules, do all you can and do it the best you can” – was printed in black ink on the underside, to be visible through the bottle. Our production team engaged multiple passes, using both our HP Indigo presses and ABG Digicon technology to print the labels.

Paul Kelly Dry Gin

The idea for the Paul Kelly Limited Edition Dry Gin came with the announcement of the singer’s 2021 concert to raise funds for the Dirranbandi community in Outback Western Queensland. The design was created using imagery shot by renowned photographer Cybele Malinowski. Our production team Multi-Color (Sydney) used digital ink over silver foil to highlight the feature image of the Australian icon and used a spot gloss over this area to give it further prominence.

Proceeds from the sale of this Limited Edition will be donated to the local communities of Western Queensland.

Raelene Boyle Dry Gin

In 1972 Australian athlete Raelene Boyle AM MBE won silver medals in Athletics’ premier events, the 100 metre and 200 metre sprints, at the Munich Olympics. Today the 70-year-old is a three-time Olympian, National Trust Living Treasure, Australian Sports Hall of Fame Legend and Sunshine Coast local. In conjunction with her milestone birthday, CAVU labelled a Limited Edition range of their dry gin to pay tribute to the Australian legend. 

The digitally printed artwork perfectly captures Raelene with the “pure joy of movement and the poetry of athleticism” from her dual silver medal win in Munich. Our production team embellished the feature wording on the label in gold foil using our ABG Digicon technology.  

Proceeds from the sale of this Limited Edition will be donated to Raelene’s chosen charity, Bloomhill Cancer Care.

The Spirit of BarRat

When Adam ‘BarRat’ Barratt, Sunshine Coast based radio legend, announced to his listeners that he was “over beer”, the CAVU team had the perfect solution. Six weeks later, after an extensive campaign during which 91.9 Sea FM listeners submitted designs for the label, The Spirit of BarRat was born.

The white nature of the Clarence paper provided the perfect canvas for the brightly coloured design printed using our Digital Offset inks. The label was finished with a varnish to protect the digital ink yet retain the premium texture of the material.

The Spirit of BarRat was launched by BarRat and his co-host Heidi Latcham at the 2021 Sunshine Coast Beer and Cider Festival.

Result

The team at CAVU were thrilled with the result of their new Limited Edition labels. These new varieties provide a tantalising sidekick to the mainstay signature range Sunshine & Sons has to offer. We are currently working with the team on labels for their 200ml range and have eagerly started the countdown to when Australia’s finest rum is officially on the market. 

Working with Allen and the team at MCC continues to be a real pleasure and despite our demanding customer briefs, high expectations and challenging deadlines they have NEVER disappointed. Our customers LOVE their work, and their beautifully executed labels allow our spirits brand Sunshine & Sons to shine – just the way we intended.

Matt Hobson, Founder

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