Dutch spirits group Lucas Bols has unveiled a new packaging design for its Bols liqueurs range to emphasise its “premium position” within the category.From this year onwards, the range will be wrapped in new “premium” labels with improved paper quality. The back label will now include tasting notes from Bols master distiller Piet van Lijenhorst to educate bartenders on the nose and flavour of the product. It also features individual signature cocktail suggestions created by Bols master bartender Ivar de Lange. The Bols logo is also underlined by the name of the brand’s birth place, Amsterdam, and features the Bols family crest as well as ‘since 1575’ – the year Bols was established. “We are excited to refresh our packaging with new labels to further highlight our premium position within the liqueurs category,” said Brett Dunne, Lucas Bols USA managing director. “Our mission has always been to improve the cocktail experience for our customers when they visit their local bar or restaurant as well as for home entertaining. We believe our new labels will enhance the consumer's experience with Bols Liqueurs.” Last month, Lucas Bols entered into a ‘strategic partnership’ with New York-based London Group for sparkling liqueur Nuvo, giving the Dutch firm the option to buy the brand in full.