Over time, a brand of this age and pedigree tends to establish many core equities. Identifying these strengths and utilising them in a re-design is a test of the designer's ability. The unique bottle shape and seal were retained but enhanced by a more modern design. The use of modern metallic silver on the label and capsule creates a fresher younger look in synergy with the new-targeted consumer market that the client wished to attract. The positioning, prominence and design of the scripted brand name and Royal Warrant enforces the premium and tradition of this great brand.

1.83 million cases sold worldwide in 2000.