Winning the award for Technical Achievement at this year’s Luxury Packaging Awards is something that we are incredibly proud of. In a challenging year, we have achieved an amazingly complex pack design for Jack Daniel’s, all while being unable to travel globally and with the many uncertainties the world faced in 2020.

What did the judges see in this pack to award us with the accolade?

Well, the jukebox, with its 59 bespoke components in 13 different materials and fabricated in 9 individual factories is a beautiful, collectible, reusable pack primarily, but also a masterclass in project management, logistics planning, and commitment to perfection in the face of adversity.  The primarily tin design is a great example of sustainable luxury packaging - a beautiful, yet reusable product that can be used for a range of purposes while keeping the Jack Daniel’s brand front of mind for the customer for many years.

Taking all of this into account, you can see why we are so proud that this pack has been recognised by the judges in a competitive category which included shortlisted entries from some of our esteemed peers in the industry. But particularly in a year of uncertainty and challenges.


For any supplier to take on a challenge like this they would need to have real technical capabilities in the backroom and a range of specialist manufacturing partners to bring everything together

Judges comments for the 2020 Luxury Packaging Awards Technical Achievement Award


Looking forward then, what does this achievement mean for packaging development at Hunter Luxury in future? What have we learned from the experience of working on such a complex design during a global pandemic?

Experience and efficient processes are the keys to Hunter Luxury's success

Well, the packaging industry is a people business, but we deal with physical products and create real experiences for our clients’ customers who touch and engage with the packaging we develop. And creating luxury packaging of this nature requires a great deal of specialist technical knowledge. However, Hunter Luxury has been handling challenging projects for 20 years and, in that time, we have developed robust processes for manufacturing, product development, production, sourcing and quality assurance. It is down to this experience and commitment to technical excellence that we believe is the reason that Hunter Luxury has been successful during these challenging times, and why we have continued to exceed client expectations, regardless of project complexity.

The positives to take from a challenging year

So, what we’re learning, as we move into 2021, is that the success of our business is down to the processes and relationships that Hunter Luxury has, and continues to forge. When once we could meet face-to-face, our team knows that we can still achieve great things by working closely and with our trusted and long-established network of suppliers and manufacturers. And with reliable logistical and transportation networks in place, our clients continue to expect, and to receive packaging perfection.

Find out more about our work, or talk to us about your project by contacting Paul Hamilton–, Sharon Nevans or Pippa Bell (Beauty division) –

Paul Hunter Luxury

Paul Hamilton

Head of Wines and Spirits
Pippa Hunter Luxury

Pippa Bell

Head of Beauty