Updating the look of a product with a century's success behind it was a very ticklish problem to solve: it's "evolution in tradition".

The cylindrical body of the bottle was cut away vertically to create a flat face for the label.
The Giugiaro Design idea was that family host or barman would hold the bottle by the curved side and pour it with the label, enhanced by flat side, facing the drinker.

1990

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