Craft beers are hot with consumers, but even they can’t rest on their laurels. At some point, the longstanding among these upstart brews move toward status as mature brands, and they have to reinvent themselves.
Woodford Reserve Distillery found an innovative way to leverage its sponsorship of the Kentucky Derby through packaging. The uniquely decorated bottles support the distillery’s Woodford Reserve bourbon whiskey as a super-premium brand that, like the Derby, stands apart from competitors.
New glass bottle packaging for Gentleman Jack Rare Tennessee Whiskey has earned Brown-Forman Corp., Louisville, KY, the overall package design award in the Glass Packaging Institute’s (www.gpi.org) 2007 Clear Choice Awards.
Australian vintner Angove has repackaged its Nine Vines rose wines in premium 750-mL flint glass bottles supplied by O-I (www.o-i.com), with metal screw caps from AusCap (www.auscap.net) and pressure-sensitive labels provided by Collotype (www.collotype.com).
Unlike its namesake duo, complementary glass bottles for two-part Jekyll & Hyde distilled beverages has produced nothing but good results in the on-premise outlets that have been test-marketing the product since last December.
Watsonville, CA-based apple juice processing company S. Martinelli & Co. has partnered with Graham Packaging Co. L.P. (www.grahampackaging.com) to launch a PET plastic version of its 10-oz apple-shaped glass juice bottle.
Increasingly, packaging innovation is originating in the supply chain. One recent example is O-I Venezuela, which identified the potential market value associated with colored glass containers and approached beverage manufacturer and marketer Cerveceria Polar.
Upscale body care and ambiance product manufacturer Fruits & Passion of Montreal has earned high marks from customers for its decision to include the Owens-Illinois (Toledo, OH) Easy Pump trigger sprayer on its new line of cleaning products.
One-handed dispensing of coffee creamer is coming to dairy cases across the country as Morningstar Foods, a subsidiary of Dallas-based Dean Foods Co., begins shipping its International Delight brand in PET containers with a custom dispensing closure.
In May, Glendale, CA-based Nestlé USA introduced Nestea iced tea concentrate in a striking custom-molded bottle supplied by Continental Plastics Container (Elk Grove Village, IL). The bottle includes a measuring chart along the side that shows how much tea to use per quart of water.