Packaging is an effective part of a brand’s marketing strategy. And with liquor, sometimes the bottle that holds it can be as much a reason to buy it as the drink contained within. It’s amazing that we have come from storing liquids in a leather pouch in our early days to creating masterpieces of art that demand a space on the shelf. Subsequently, there is a vast makeover and how today’s world treats alcoholic beverage bottles.
For the established brands, it’s a great way to gain publicity and utilise limited edition marketing to either create true collector’s items or simply justify a higher price point. For most of the newer brands it’s a bit of tradeoff. Businesses often market their products as limited edition with a killer price tag, which attracts buyers to shell out their wealth and make them feel one in a million. From a marketing perspective, do these payoffs or is their creation more of a celebration expense? Let’s find out…
Louis XIII Black Pearl Cognac: Louis XIII Cognac is at the top of high-end cognacs. It’s a unique and rare blend of liquor, aged between 40 to 100 plus years, in the Grande Champagne region of France. The bottle is a uniquely coloured Baccarat crystal that reflects and refracts light like no other bottle before.
Macallan Crystal Decanter: This one kind of bottle is not only a work of craftsmanship but also holds the oldest and rarest Macallan single malt ever bottled. It sold at Sotheby’s for a whopping $460,000 in 2010, making it the most expensive bottle of whiskey ever sold.
Ladoga Imperial Collection: The premium vodka brands are getting into the upmarket bottling row as well. Ladoga created a classy Venice glass decanter for their Imperial collection. The decanter is detailed with 24-karat gold trim and inspired by Faberge eggs; when opened, the “egg” reveals the bottle and four cleverly mounted shot glasses within.
La Collection Hand-Blown Glass Bottles: This Armenian brand takes its bottle designs very seriously. La Collection features several hand-blown glass bottles representing a variety of animals, including a bull, a horse, and an elephant, plus a few bottles shaped like other objects, like guns, a sword (with sheath), a menorah, and a ladies’ dress shoe. It’s a brand worth collecting just for the unique glasswork alone. Personally, I will rather stick to my humble, Dettol shaped Old Monk bottle. So what’s your favourite bottle?
Ketan Swami is the food and beverage manager at Mars Hospitalitty
