As premium vodka brands continue to push growth in the spirits category, Sam’s Club private label brand Member’s Mark launches a product to compete in the upscale segment. With the goal of driving club member loyalty, Rue 33 vodka features a design reminiscent of premium vodka and wine packaging. Its frosted glass displays a see-through effect in which shoppers can view a line of poplars signifying the imported heritage of the product. “The Rue 33 signature identity was created to reflect authenticity, personal craftsmanship and sophistication associated with vodka making; a cool blue glow combines with the red of the brand and the white highlights on the trees to reinforce the French heritage,” says Marcus Hewitt, chief creative officer of the New York office of Dragon Rouge. (Package design: Dragon Rouge, www.dragonrouge-usa.com)