LUX Black Label, a new ultra-premium vodka, has been launched in an art deco style bottle developed and manufactured by glassmaker O-I. LUX is a British ultra-premium vodka distilled from British wheat and produced on the Copped Hall Estate in Epping, Essex, a historic site dating back to the 14th century, when founded by King Harold by the site of the shrine to the holy cross, where he sought blessing before the battle of Hastings, granted to his canons who grew the grains and distilled the spirits which were traded widely. The aim was to create a British iconic design to withstand the tests of time.The 70cl bottle is octagonal with side panels tapering from 25mm at the shoulder to 16mm at the base. O-I makes the bottle in extra flint glass at its Alloa plant in Scotland. The neck is longer than usual, has a cork stopper an embellished paper label. Silver and black graphics enhance the masculine appeal. The brand’s medieval antecedents are highlighted through the brand’s coat of arms, such as the coronet and cartouche surrounding the Union Flag.