The designers explain:
Alcohol packaging often looks to the companies past for its inspiration. Since this was a new brand conceived in the modern digital age we had fun with the idea of using the “play” icon recognizable from many of today’s digital devices. The contemporary design was meant to target a younger audience of vodka drinkers and players.
I would like to point out the visible cork: not only an interesting contrast in the design (old vs. new), but it also says ‘traditional quality’ in a contemporary jacket.