A pioneering Aussie spirits brand called A’Peel has launched, transforming fruit waste into premium spirits.
Using a revolutionary technology developed by Alexander Bell from Brisbane’s Milton Distillery, the product aims to be a pioneer in the sustainable spirits sector.
The initial releases, created using banana and citrus peels, are A’Peel Gin and A’Peel Vodka.
Bell consulted with Melbourne’s Studio Guild to develop the brand and packaging. Founder and Creative Director Trish Dunstone’s design was guided by her belief that powerful storytelling drives consumer connection, building the identity around the hero ingredient, fruit peel waste.
The name A’Peel is a nod to both the fruit waste source material and the product’s ‘appealing’ novelty.
The visual identity reflects this narrative: a handcrafted, peel-like font, an organically shaped label that mimics fruit peel and a nostalgic fruit sticker tamper seal adding character and charm. The bottle features embossed dimples that resemble citrus peel, enhancing the tactile experience.
Beyond storytelling, the sustainability story is brought to life through material choices. The bottles, produced by Spanish manufacturer Estal, are made from 100% post-consumer fruit waste, each with unique imperfections that celebrate the beauty of recycled materials without wastage. The bottle was also designed for reuse and recyclability, with a 30% PCW label that peels off cleanly without leaving residue and a Corkcoal stopper made from natural materials: cork and activated charcoal.
Although A’Peel is still in its infancy and yet to launch into retail channels, Bell said early indicators of success have been very promising.
“I only soft-launched the brand three weeks ago and I’ve already sold over 1000 bottles,” he said.
“Had we launched with something half-baked in a generic bottle, I don’t think we would’ve had the same reaction. It just helps when a cohesive brand story is tied through the whole concept. Being able to tell the story through the packaging helps to create a brand story that people hold onto. Taking the extra step and being able to pick it up and feel the skin of the fruit embossed on the bottle and detailed on the label, every element – from bottle to cork – reinforces the product story.
“For me, a brand owner that has not done such wildly different packaging, Studio Guild did a really good job of showing me where the market currently sits and how we can break through the noise. There’s already so many gin and vodkas, lots all use stock bottles – they showed me the direction they thought we could go, and communicated that in a way that didn’t freak me out as a brand owner – having the communication and built trust over time allows Studio Guild to shine on the brand. I trust the expertise that is already there, and we build the trust over time.
“We’ve created something in A’Peel that breaks barriers, cuts through the noise, and looks fantastic – I couldn’t ask for anything better.”
Find out more about A’Peel here.