This redesign was for Caribou to appeal to a broader, less traditional audience as a sweet fortified wine. As the wine is a whisky mix, making it look more high-brow to the average consumer is appealing because the drink carries a rich heritage and is represented through its clean yet conspicuous design. The bottle is presented like the many of its French-Canadian consumers; loud and proud.
Beauty comes from the animal it is named after: the caribou. The copper foiling on the label also shows a certain elegance and historic quality to the drink also. The redesigned label plays to the deep French-Canadian blood it represents. However, instead of blatantly showing itself off with outdated wildlife paintings from the late 19th Century, it choses to be loud by being the most unique bottle on the shelf.