The Maximilian

Zwack and Tokaji, two of the best known Hungarian brands are on the label. Not bad… Who is this product intended for? A small gap has been detected on the shelf which starts with cognac and ends with whisky. Our customers are not looking for stupor. They want flavour and they have a definite idea what it should be like. “If you don’t have a past, you won’t have a future” they say. Zwack certainly has a past, with Tokay Brandy created in first years of the 20th century. This is the product to be reincarnated under the name Maximilian. This product belongs in a category of its own called Zwack Maximilian Tokaji speciality 1912, which is good because no competitors are likely to appear. On the other hand, it is not very easy to explain what it is. Well, it is not much easier to explain what Coca Cola is and why it is good for us. With some time elapsing, Maximilian will become self-explanatory. The silhouette of the bottle is like that of classic cognac bottles. The colour of the beverage is mature amber, promising a lot and a lot is delivered. The shape ensures that the label is never creased. The relatively small label is a sign of the minimal design concept. The combination of beige and black is slightly archaic but coherent. The letters have classic Tokaji features, but the word Maximilian dominates. Tradition is clearly expressed, while communication is the future.