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Article | August 31, 2003
Curvy cocktail bottles create a stir
Launched nationally in May, Rose’s Cocktail Infusions mixers from Mott’s, Stamford, CT, create differentiation from competitive products on the shelf.
66Custom molded embossed and supplied in reshippers by The Glass Group the 20-oz glass bottles’ curves allow them to "interlock" on the shelf.
"The design really reinforces what consumers were looking for a sophisticated stylish showpiece that they can leave out on their countertops at home" says Mott’s brand manager Tara Leonard. "Consumers want to showcase their style sophistication and knowledge of the latest trends and this packaging reinforces that whole appeal."
Mott’s is also hoping that the interlocking design compels consumers to purchase a set of all three colorful products though Leonard has only qualitative data that suggests that is happening.
While the consumer-catching curves look great on the shelf they posed a production challenge. "Interlocking bottles are not typically what you want to have on your bottling line" says packaging engineering manager Michael Daoust who also drove the bottle design. On a reconstructed line at Mott’s Waterloo NY plant the containers are oriented for labeling and conveyed in single file through rinsing filling and capping before case packing. Line speed is 60 bottles/min according to Daoust.
The bottles feature a no-label look that helps accentuate the product color. The pressure-sensitive 2-mil biaxially oriented polypropylene label is flexo-printed in up to four colors screen-printed in three colors and hot-foil stamped by Brook & Whittle. The bottles are topped with Kerr’s "Upscale" linerless polypropylene closure that provides tamper evidence. The stock 28-mm closure features a longer-than-normal skirt and is printed in a custom silver metallic color. The cocktail mixers are marketed toward females aged 21 to 34 with a $4.99 suggested retail price.
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