Peacock Bros. has partnered with Shaws Distillery to create an award-winning premium label for Shaws Vanilla Vodka, combining advanced embellishment techniques with sustainable materials to bring the distillery's grain-to-glass story to life.

The project was born from a close collaboration between the designer, product owner and printer, beginning with conversations about the history of Shaws Distillery, a sixth-generation farming family whose philosophy is built on producing spirits from grain to glass.

Working closely with owner Ross Shaw and the Shaws team, Peacock Bros. helped translate that heritage into packaging that would reflect the same level of craftsmanship found inside the bottle.

"For us, it always starts with understanding the brand story," said Andrew Crump, Executive Director at Peacock Bros. "We worked with Ross and his team to bring that story to life within the label."

Developed in collaboration with Shaws Distillery and its design partners, the finished label combines high-build screen printing, embossing and hot foil stamping to create a layered, tactile finish that communicates both provenance and premium quality.

According to Crump, packaging has become one of the most influential factors in the purchase decision for premium spirits.

"In the premium wine and spirits market, packaging is often the first interaction a consumer has with the product," he said. "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."

The label was produced on Rafwine Bagasse stock using an HP Indigo digital press before being finished on an ABG S3 Digicon. Premium embellishments include rooftop embossing, gloss high-build screen printing and Kurz hot foil detailing, creating a label that delivers both visual impact and a distinctive tactile experience.

"The combination of embossing, foil and high-build screen created a label that feels as premium in the hand as it looks on shelf," Crump said. "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."

Ross Shaw said the finished packaging successfully captured the values that define the family-owned distillery.

"We wanted the packaging to reflect the same level of care and craftsmanship that goes into producing the spirit itself," Shaw said. "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."

Beyond its premium appearance, the project also reflects wider shifts occurring across the beverage packaging sector, where sustainability and premiumisation are increasingly going hand in hand.

"We're seeing a genuine convergence of sustainability and premiumisation, and a demand for label solutions that are visually stunning and environmentally responsible," Crump said. "There's also growing interest in tactile and multi-sensory design, short-run personalisation for limited editions and cellar door exclusives, and digital embellishment that allows greater flexibility without sacrificing quality. Peacock Bros. is well positioned across all of these areas, and we're seeing strong momentum across our national network."

The Shaws Vanilla Vodka labels were produced in a run of 1,000, demonstrating how digital print and embellishment technologies can deliver premium outcomes for boutique beverage producers without requiring large production volumes.

The project has since received national recognition, winning first place in the Labels category at the 2026 National Print Awards.

Crump said the award was particularly meaningful for the team.

"We are so grateful to be recognised with this honour, and are so proud of the team that brought it all together," he said.

While the recognition was welcome, Crump said the primary focus had always been creating a label that genuinely reflected the Shaws Distillery brand.

"We are humbled by the recognition this project has received," he said. "It is a project that is very close to our hearts, and we're so proud of the final product. So to know that industry professionals rate it so highly truly means the world."