BIRMINGHAM, AL (April 6, 2011) – One of the South’s best-loved soft drinks and cultural icons has experienced a design makeover. Grapico and great-tasting Diet Grapico have been spruced up with a new look, and rolled out to store shelves and coolers all across Birmingham Buffalo Rock Bottling Company’s southeastern footprint.
The new packaging design, developed by longtime Buffalo Rock advertising agency o2ideas of Birmingham, 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 the nostalgic best of Grapico’s proud history and the ever-growing popularity of the same grape great 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 great-tasting 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 Company. “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. The grape-flavored drink quickly caught on. 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 Company. In 1988, Buffalo Rock took Grapico distribution beyond Alabama, Florida and Georgia to extend all across the southeastern United States. Today, Grapico and great-tasting Diet Grapico are family favorites at tailgate parties, barbecues, picnics, or just out of the fridge for lunch, dinner or snacks.
About Buffalo Rock
Founded in 1901 by Birmingham’s Lee family, Buffalo Rock is one of the nation’s largest privately held Pepsi bottlers. The company has 2,200 employees, including 700 in Birmingham. Buffalo Rock has 14 offices and distribution facilities in Alabama, Georgia and Florida.