Kulinaario Ltd., Helsinki
Win Win Packaging Ltd., Helsinki
This alcoholic beverage is made by a Finnish distillery which uses only apples deriving from biodynamic fruit production. Because Calvados is a protected name for French distillates, the package wrapping plays with the image of an illegal drink hidden in a paper bag. In order to stand out even more on the shelf, it features a line of text saying in bold letters: “It’s illegal to say the name of this product, but … [tear off & look] (it’s probably the best Apple Spirit outside Normandy).” Consumers can tear off the perforated part of the packaging and discover the product description underneath.