The new packaging design, developed by Buffalo Rock advertising agency o2ideas, Birmingham, Ala., features a new multi-hued purple emblem, product wording in a signature Southern block script, and a cluster of purple grapes at the top. This "new retro" look brings together [image-nocss] the nostalgic best of Grapico's history and the popularity of the traditional grape taste.
The packaging redesign applies to all versions of the soft drink, including the two-liters, 20-oz. single serving bottles, 12-oz. cans, and 12-pack cartons. Grapico is in purple cans and packaging, while Diet Grapico comes in white packaging. Both feature the new purple shield.
"We really wanted to splice something old with something new to create a new look for Grapico and Diet Grapico," said James C. Lee III, chairman and CEO of Birmingham Buffalo Rock. "Generations of Southerners from all walks of life have grown up with Grapico. And still, it continues to grow in popularity as a great tasting, premium, full-flavored beverage at a value price."
Grapico's roots go back to New Orleans in 1914, when it first began to be bottled by J. Grossman's Sons. In 1916, a musical score called "Meet Me in the Land of Grapico" was composed by Peter De Rose and Ivan Reid. The first line in the song was "Grapico, Grapico, land that I love far away." Through the years, Grapico is also mentioned in novels from authors such as Fannie Flagg, Anne George and Cassandra King.
After decades of being a familiar part of Southern homes, in 1981 the Grapico franchise rights were sold to Buffalo Rock Bottling. In 1988, Buffalo Rock took Grapico distribution beyond Alabama, Florida and Georgia to extend all across the southeastern United States.
Founded in 1901 by Birmingham's Lee family, Buffalo Rock is one of the nation's largest privately held Pepsi bottlers.
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