Alexandrion Group unveils the new visual identity of the Alexandrion range, which supports the brand’s repositioning into a superior category

  • Alexandrion’s new visual brand identity is built around the tagline “Exceptional Every Day” which reflects the brand’s values and vision;
  • The integrated communication campaign kicked off on July 19th with a TV spot and will continue with BTL, PR and DIGITAL initiatives;
  • Alexandrion is one of the longest-standing brands within the Alexandrion Group’s portfolio and also the undisputed leader of the local brandy market.

Alexandrion Group, the market leader in the production and distribution of spirits and wines in Romania, unveils the new visual identity of the Alexandrion range. First launched on the Romanian market almost 30 years ago, Alexandrion is one of the original brands of the Alexandrion Group’s portfolio, which has become, over time, the undisputed leader of the local brandy market. The new visual identity was created with several objectives in mind: to update the brand’s image in line with the current branding trends; to enhance the emotional connection between the brand and the consumer; to capture the attention and interest of a new audience, who would, thus, have the opportunity to discover a product with remarkable attributes. This rebranding process also celebrates the brand’s performance and longevity and reflects its upward evolution over time, positioning it in a superior category through design, packaging and messaging.

“Alexandrion has built the Romanian brandy category as it is today; but there remains a significant opportunity to broaden the brand’s appeal and to recruit a new generation of drinkers both in Romania and globally. Upgrading Alexandrion’s packaging and reimagining the brand communications are the first steps on our journey to further dominate the category in Romania and to rapidly expand the brand’s footprint globally,” commented Rob Curteis, Global Chief Marketing Officer Alexandrion Group.

All the visual elements were harmonized to create a unitary image.

The new logo is an expression of what the company stands for and the value it brings to customers, employees and partners. The symbol, represented by the head of Alexander the Great, is now oriented towards the right, looking into the future, an illustration of the brand’s openness to emerging opportunities and evolution.

The new tagline “Exceptional every day” encourages everyone who interacts with the brand to stop for a few minutes from the fast pace of life and become aware of the fact that life is not made of just a few special moments, but that every moment can become special when it is lived and appreciated at its true value. We all have the ability to turn things and moments that seem small, unimportant into exceptional, fulfilling experiences. We can all transform ordinary experiences into extraordinary ones. The difference lies in the perspective from which we look at things and the efforts that we are willing to make to go above and beyond.

The new packaging features upgraded bottles and labels, featuring a new classic but contemporary label design. The branding has been harmonized across the range and further new releases are planned for late 2023 and early 2024. The Alexandrion signature engraved in the bottle ensures the consistency of the new identity and for the first time Master Distiller Jean-François Joumier’s signature adorns the labels, signifying his commitment to quality in every bottle.

The integrated communication campaign started on July 19th and includes actions that will cover the main ATL and BTL communication channels.

The TV spot aired on main TV channels is inspired by the heritage and origins of the Alexandrion brand, which was created and first produced by a small factory based on the Greek island of Crete. The values that define the brand, with which consumers identify – perseverance, dedication, courage, wisdom, performance – that can help each one of us create our own exceptional experiences, are communicated by some of the most representative gods of Greek mythology: Zeus (God of Sky and Thunder and also the Ruler of all the Gods), Poseidon (God of the Sea), Hephaestus (God of Fire) and Athena (Goddess of Wisdom). Each of them shows us that we can achieve the exceptional as long as we focus on the things that really matter and don’t give up until we reach our goals, no matter how many challenges we face.

Watch the TV spot here:

The Alexandrion Range

With a history of over 45 years, the Alexandrion brand finds its inspiration in the spirit and values of one of the most powerful leaders of all times: Alexander the Great. The name, logo and brand values reflect the strong connection with this iconic historical figure.

The Alexandrion range includes 3 collections addressing a wide range of consumers: Alexandrion Premium Collection 7*, Alexandrion Classic Collection 5* and Alexandrion Flavour Collection.

Alexandrion Premium Collection 7* is aimed at 30-40 year old consumers who enjoy quality time, relaxing with friends at home or in a bar.

Alexandrion Classic Collection 5* targets the 40+ consumer segment more focused on spending more time with family and close friends at home.

Alexandrion Flavour Collection caters to the needs of the contemporary consumer who is attracted to lower alcoholic beverages, open to experimenting with new flavours and tastes.

More information about Alexandrion is available on

The Alexandrion range of expressions can be purchased in major Romanian retail chains, convenience stores or online at

About Alexandrion Group
Alexandrion Group is the leader in the production and distribution of spirits and wines in Romania and the only producer of single malt in the country. The group has a history of over 200 years in the local spirits industry, producing some of the strongest brands in Romania, at the ALEXANDRION SABER 1789 DISTILLERIES, recognized both nationally and internationally for their quality and refinement. The product portfolio includes traditional Romanian drinks and international products. Alexandrion 5* and 7*, the famous winemaker Brâncoveanu XO, VS and VSOP, the fruit liqueur SABER Elyzia, the fruit distillate Zolmyr, Vodka Kreskova as well as other products ensured the Group’s position as the leader of the spirits and traditional drinks market in Romania. Starting from 2018, the Group expanded its activity, completing its portfolio with still and sparkling wines. For more information, visit

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