Sam’s Club, seeking long-term growth, is investigating opportunities in various categories and looking to create proprietary brands that drive club-member loyalty.
To that end, Sam’s Club is introducing Rue 33, a premium vodka brand, to appeal to consumers looking for the finest quality luxuries for everyday enjoyment.
Sam’s Club turned to Dragon Rouge to create the brand identity, which is built around the concept of “French premier grand cru vodka.” The packaging mixes recognizable design cues from the premium vodka category—a frosted background and a see-through effect—and the wine category—a line of poplars, a traditional iconic representation of wine estates. These cues reflect the vodka’s contemporary elegance and charm, but also subtly reference the imported heritage of the product.
