Campari updates the label for its Magnum Tonic Wine
Campari has changed the label design for its Magnum Tonic Wine brand to unify the product in both the UK and Jamaican market. The post Campari updates the label for its Magnum Tonic Wine appeared first on The Drinks Business.
Campari has changed the label design for its Magnum Tonic Wine brand to unify the product in both the UK and Jamaican market.
The label change is set “to ensure a seamless consumer experience through global consistency in product packaging” as well as help in “improving stand out on the shelf” and “reinforce the brand's authenticity as a product of Jamaica”.
The drink giant is introducing the new design across the UK this week, with Jamaica closely behind in April and will deliver “the same liquid across both markets”.
According to the company, the makeover “standardises the brand’s identity, addressing any consumer misconceptions about product differences” and takes inspiration from the original green-label design sold in Jamaica, strengthening the brand’s connection to its heritage.
This update has also been cited as a way to help the brand be considered as “more contemporary and relevant for the dancehall culture”.
Campari’s marketing manager Jamaica Pavel Smith said: "The differing packaging requirements in the UK and Jamaica have resulted in Magnum Tonic Wine having two distinct labels. This has led to misconceptions about the authenticity of the Magnum sold in the UK, despite the fact that it has always contained the same liquid, with all production taking place in Jamaica. We’re excited to unify the visual identity of our product in both markets, eliminating any confusion and reinforcing its authenticity."
Mandeep Singh who runs the retail site Singh’s Premier in Sheffield explained: “Magnum is the most important Tonic Wine SKU to me, due to the volume of sales. The different labels were causing confusion among consumers, so I'm looking forward to this change and will be promoting it via my socials, as Magnum has been a massive winner to all our stores”.
Cash and Carry stockists will be notified by their Campari Group UK account managers when their order is being fulfilled with the new label for the first time, with pallets labelled with 'Green (New) Label' throughout March-May 2025.
To ensure a seamless transition for UK retailers and distributors, the new packaging updates will be introduced in phases, with pricing and barcodes remaining consistent.
The label change is set “to ensure a seamless consumer experience through global consistency in product packaging” as well as help in “improving stand out on the shelf” and “reinforce the brand's authenticity as a product of Jamaica”.
The drink giant is introducing the new design across the UK this week, with Jamaica closely behind in April and will deliver “the same liquid across both markets”.
According to the company, the makeover “standardises the brand’s identity, addressing any consumer misconceptions about product differences” and takes inspiration from the original green-label design sold in Jamaica, strengthening the brand’s connection to its heritage.
This update has also been cited as a way to help the brand be considered as “more contemporary and relevant for the dancehall culture”.
Campari’s marketing manager Jamaica Pavel Smith said: "The differing packaging requirements in the UK and Jamaica have resulted in Magnum Tonic Wine having two distinct labels. This has led to misconceptions about the authenticity of the Magnum sold in the UK, despite the fact that it has always contained the same liquid, with all production taking place in Jamaica. We’re excited to unify the visual identity of our product in both markets, eliminating any confusion and reinforcing its authenticity."
Mandeep Singh who runs the retail site Singh’s Premier in Sheffield explained: “Magnum is the most important Tonic Wine SKU to me, due to the volume of sales. The different labels were causing confusion among consumers, so I'm looking forward to this change and will be promoting it via my socials, as Magnum has been a massive winner to all our stores”.
Cash and Carry stockists will be notified by their Campari Group UK account managers when their order is being fulfilled with the new label for the first time, with pallets labelled with 'Green (New) Label' throughout March-May 2025.
To ensure a seamless transition for UK retailers and distributors, the new packaging updates will be introduced in phases, with pricing and barcodes remaining consistent. 
