Malfy Originale unveils stunning new bottle design celebrating Italian style and allure

The refresh aims to strengthen the brand’s position in the growing super-premium dry gin category¹.  

Inspired by shimmering seas and Italian allure, the new bottle design features silver details and magnifying turquoise tones to elevate Malfy Originale into a bold statement of effortless style – on shelf, in the hand, and in the glass.

We sat down with Natalia Seirik, Global Marketing Manager, to talk about the inspiration behind the refresh, the importance of standing out in the fast-growing super-premium dry gin category, and why Malfy Originale remains the ultimate expression of La Dolce Vita.

What inspired the new Malfy Originale pack design, and how does it build on the brand’s story? 

The refresh is really a continuation of Malfy Originale’s growing strength in the super-premium dry gin category. Already recognised as the ultimate award-winning Italian dry gin, we wanted the bottle to play a bigger role in telling that story, elevating it to feel even more distinctive, more premium, and giving it the standout it deserves as we continue to grow in this category.

Italian escapism has always been at the heart of Malfy’s story – that transportive feeling of the Italian coastline with its shimmering seas, long summer days, and the effortless style that defines Italian living. The new design draws you into that feeling, transforming every sip into a journey of elegance and effortless style.

The changes are subtle but striking. What guided the choice of shimmering details and magnifying turquoise accents? 

Malfy has been on an impressive growth trajectory, becoming the No. 1 Italian super-premium gin in recent years — expanding not only its footprint in the Flavoured segment but also in Dry Gin ¹. 

Malfy Originale – the range’s multi-award-winning ² super-premium dry gin with a distinctive citrus character – is poised to be a key driver of future growth, further strengthening the brand’s position in this dynamic category. Our objective was to elevate pack design to win in super-premium dry gin’s growing fit-to-impress perception, dialling up escapism cues while retaining the simplicity and elegance of the current design with the distinctive bottle shape.

The elevated design is inspired by the breathtaking Amalfi Coast, echoing Italy’s sun-drenched coastline and shimmering blue sea. It perfectly sets the mood for gatherings that feel elevated and effortless, encapsulating the feeling of being on Italy’s luxurious coast, wherever you are. 

The metallic shimmer of the label is a nod to the Italian coastline itself, reflecting the shimmer of sunlight dancing on the sea. The turquoise – already such a strong brand cue – was amplified to echo the vivid colour of its waters. Frosted rings and a subtle sunburst texture add a final sense of refreshment.

Small touches, perhaps, but together they elevate Malfy Originale into an effortless style statement bottle.

How did you balance retaining Malfy’s recognisable heritage with adding these fresh, elevated premium cues? 

We didn’t want to reinvent Malfy Originale. The unique shape, distinctive turquoise, and elegant simplicity of the bottle are already much loved and instantly recognisable. Whilst retaining the core elements of Malfy’s unique style, we built on those strengths by looking at them through a more disruptive lens, layering in subtle new touches that elevate the sense of premium quality without losing that familiarity. A shimmering silver that catches the light, a frosted ring that wraps the glass bottle, accompanied by a new sunburst textured graphic in a magnifying turquoise tone for enhanced logo visibility – a few carefully chosen details that exude Italian allure and sophistication.

The new bottle design is inspired by shimmering seas and Italian allure, elevating Malfy Originale into a bold statement of effortless style.

During the refresh process, what insights from consumer feedback stood out or challenged your expectations? 

The biggest surprise was how much of a difference the upgraded label design and bottle decorations made. When we put the new design next to the old one, people instantly described it as striking, high-end, elegant, and stylish, even though we hadn’t changed the fundamentals. 

The challenge was always to remain true to our rich heritage, and hearing consumers say “it reminds me of a sea summer sky” felt like the perfect validation. It was a proud moment, knowing we captured both the spirit of Malfy Originale and the magic of the Italian coastline in a single design.

Malfy Originale is already recognised as a standout in the super-premium gin category. How will the new design take it further? 

The liquid has always been our greatest strength; it’s a bit of a hidden gem. In blind tastings, Malfy Originale consistently outperforms competitors (Hendrick’s and Tanqueray) with its distinctive citrus flavour, and it’s been validated again and again by consumers, customers, and industry experts with multiple awards across our key markets. 

The opportunity now is to further unlock and accelerate our growth in the super-premium dry gin category – the fastest growing gin segment. The elevated design is our enabler, our weapon to win in this space. It strengthens our distinctiveness, commands attention on-shelf, and tells a story that feels as premium and effortlessly stylish as what’s inside the bottle. 

The opportunity now is to further unlock and accelerate our growth in the super premium dry gin category. The elevated design is our enabler, our weapon to win in this space.

How will the new design enhance Malfy’s on-shelf standout and appeal in global markets? 

The impact of the refresh is clear the moment you see the new Malfy Originale bottle lined up against competitors. The new shimmer and textures make it impossible to miss, it catches the eye even from a distance. And consumers have validated that. 

In research, the new design outperformed key competitors in overall appeal, shelf standout, and that all important ability to turn heads – whether grabbing attention on the shelf or making a stylish statement in hand. Most exciting for us was hearing people describe it in exactly the words we hoped for: elegant, stylish, premium, striking, refreshing, and above all, a true expression of Italian escapism.

When and where will consumers first see the new Malfy Originale pack on shelves?

The rollout starts in September, first in Italy, then gradually across Europe and beyond. September and October are big months for us, we’re calling them “the months of Malfy Originale” because there will be so much happening. From PR launches and Missoni collaborations to Negroni Week activations, people will be seeing the new pack everywhere. 

The rollout starts in September, first in Italy, then gradually across Europe and beyond.

What can consumers and trade partners look forward to as part of the worldwide rollout? 

Beyond the bottle itself, we’ve refreshed our whole visual identity. The turquoise shimmer now runs through everything – from campaign imagery to in-store activations – so the story feels consistent and premium wherever you see us. 

Italy will lead the way with a strong launch wave in September, and from there the momentum will build as more countries join the rollout in the second half of the year. Without giving too much away, there’s a lot more planned to ensure Malfy Originale makes a bold impression across markets worldwide.

Super-premium dry gin is the fastest growing gin segment. What trends are shaping this category, and where does Malfy fit in? 

We’re seeing two big shifts. The first is what we call “quiet luxury” where consumers want drinks that feel sophisticated, but also simple and effortless. It’s why the gin and tonic remains the number one trendy cocktail, with classics like the Negroni just as enduring. 

The second is a move towards brands that make a statement, reflecting an appreciation of quality and style, right down to the bottle they’re holding.

Malfy Originale delivers on both. Our citrus-forward liquid gives a distinctive twist to those classic serves, while the new bottle is designed to impress. Malfy Originale is not just the ultimate Italian dry gin; it’s the statement bottle everyone wants to be seen with.

Malfy Originale is not just the ultimate Italian dry gin; it’s the statement bottle everyone wants to be seen with.

If you had to recommend the perfect serve for Malfy Originale – one that perfectly embodies its new look and feel – what would it be? 

For me, it always starts with a gin and tonic. It’s simple, timeless, and with Malfy Originale’s distinctive citrus flavour, instantly refreshing. Add a slice of citrus and you’ve got a serve that mirrors the brightness and vibrancy of the new design. 

The Negroni is another one of my favourites that brings out Malfy Originale’s citrus notes in a richer, more complex serve. As one of Italy’s most iconic cocktails, it’s a true celebration of the bold, exuberant Italian lifestyle, much like the refreshed Malfy bottle itself.

1 WSR 2024
2 GLOBAL GIN MASTERS 2024, SFWSC 2024, ISC 2024, IWSC 2024