Spirits structure the bottle as the graphic - Trends & Analysis - bottle structure in spirits category - Brief Article

Food & Drug Packaging, Dec, 2001

Here's the next evolution of package shape: Two marketers in the spirits category are using the bottle structure as a main graphic element.

1. Brown-Foreman's new 1.5-liter polyethylene terephthalate (PET) bottle for Early Times Kentucky Whiskey illustrates this point. Made by Schmalbach-Lubeca, Plastic Containers USA, the flask-like container incorporates--for the first time in the brand's 141-year history--a medallion molded into the container.

Sal Ruriani, Brown-Foreman V.P. of packaging design and development, says, "Our qualitative testing proved to us that adding a blow decoration to our bottle denotes a premium image, further differentiating it in the category."

The crest includes numerals that are embossed, in the bottle's surface with high definition.

2. GuinnessUDV has extended the line of its premium Smirnoff Twist flavored vodka. The glass bottles have an updated "twisted" design, patterned after the successful twisted bottle of the company's signature Citrus Twist product.

Created by Hughes Design Group, the bottle's "hip" new structure and graphics target a younger audience than the typical mature age group of vodka drinkers.

See-through pressure-sensitive labels add a subtle quality to the bottle's design.

Hughes Design
203-847-9696;
www.hugheslink.com

Schmalbach-Lubeca
734-4280-4515;

www.schmalbach.com