Blending flavor, precision and creativity, the refreshed look introduced in the new “Make it a Cocktail” campaign showcases a striking visual language that invites drinkers to elevate every moment.
NEW YORK -- On The Rocks™ Bartender Created Cocktails, the ready-to-serve brand known for delivering premium cocktails wherever the bartender isn’t, unveils a striking new visual identity and corresponding campaign that reflects the precision, creativity and devotion to quality behind every pour.
The refreshed visual identity created by Design Bridge brings On The Rocks’™ award-winning collection to life, translating flavor, craft and culture into a captivating visual language. Every design element mirrors the same attention to detail found in the brand’s cocktails: bold yet simple, rich in expression and rooted in the brand’s design values—quality, creative freedom and a sophisticated zest for life. The outcome is a sleek, cohesive system that lets each cocktail take center stage, while drawing inspiration from the textures, energy and camaraderie of modern cocktail culture.
“At On The Rocks, we’ve always believed that what’s in the bottle should speak for itself and now, the outside does too,” said Carol Robert, managing director, U.S. ready-to-drink at Suntory Global Spirits. “This more modern and compelling identity marks an exciting chapter for the brand—one that reflects how we’re evolving the way our cocktails are experienced and the beverage consumption occasions they elevate.”
A Visual Identity as Distinct and Intentional as the Cocktails Inside:
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Refined Packaging: Every bottle is designed with a clear hierarchy and a focus on materiality—pairing an embossed wordmark with cork closures and color-calibrated labels that signal flavor without overwhelming. The result is a pack that balances functional clarity with refined visual impact.
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Curated Visual World: The brand’s visual language is rooted in intentional contrast: clean, spacious compositions punctuated by hits of color drawn directly from the cocktails themselves. Set within a canvas of black, white and chrome, the photography captures light, material and flavor with restraint—inviting, never overstated.
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More Striking Logo: The updated On The Rocks™ logo is bigger and bolder, making the range of bartender-created cocktails instantly recognizable on any shelf.
A New Campaign to Showcase This Refreshed Visual Identity:
This bold new look launches alongside Make it a Cocktail—a new campaign concepted by Johannes Leonardo that challenges the idea that cocktails are only for special occasions. Instead, it encourages consumers to elevate everyday moments by choosing a bartender-created On The Rocks™ cocktail. Supported by the refreshed visual identity of On The Rocks™, the brand highlights individuals who break away from typical beer and wine moments, inspiring a simple but powerful mindset shift: Make it a Cocktail.
The new visual identity will roll out across all brand packaging, retail displays, digital platforms and experiential activations beginning this summer, accompanied by the new campaign that is live now.
For additional information about On The Rocks™, please visit www.ontherockscocktails.com or follow the brand on Facebook and Instagram.
About On The Rocks™ Bartender Created Cocktails:
On The Rocks™ Bartender Created Cocktails was founded in 2015 when a group of restaurateurs and award-winning bartenders left the world of fine dining and embarked upon creating a line of craft-made ready-to-serve bottled cocktails using only the most premium natural ingredients – from recipe to manufacturing. The founders pioneered in experiences and places where a bartender was not available, and elevated beverage options in settings where convenience is in demand.
On The Rocks™ Cocktails established itself early in the field with premium collaborations in the airline and hotel industries. Life doesn't wait for the bar; some moments call for a complex drink in an unconventional setting. On The Rocks™ Bartender Created Cocktails was created to rise to your occasion and bring the bar to you. On The Rocks™ Cocktails are currently available nationwide in nine popular bottled expressions including The Cosmopolitan, Margarita, Old Fashioned, The Espresso Martini, The Jalapeño Pineapple Margarita, The Strawberry Daiquiri, The Mai Tai, The Aviation, and The Manhattan. Limited releases include The Lemon Drop Martini, The Spiced Pear Whiskey Sour, and The Blue Hawaiian. On The Rocks™ Cocktails also includes a range of three sparkling canned cocktails, including the Sparkling Lime Margarita, Mango & Mint Mojito and Cucumber & Lemongrass Mule.
About Suntory Global Spirits:
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam® and Maker's Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Bartender Created Cocktails.
A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company's Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit www.suntoryglobalspirits.com and www.drinksmart.com.
