Diageo and O-I were awarded gold for Old Parr Superior Centenary Gift Pack. Judges commented: "The whole packaging is amazing, the box makes good use of soft touch varnish and gloss varnish and the metallised bottle is superb. A beautifully decorated bottle presented in a magnificent box." The metallised design breaks new ground technically and its success reflects a holistic packaging solution. Diageo asked its designers, Raison Pure, to "glorify" the bottle, creating a gift and retail programme which would sell at a premium throughout Venezuela, Columbia and duty free shops in the region. They set about enshrining Old Parr Superior in a black chrome finish to accentuate the bottle's idiosyncratic crackled exterior, hidden features and off-kilter bottle angles.
