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Bottle shape builds brand

Bottled water producer Avalon Beverage Company, Glen Allen, VA, is attempting to differentiate its imported spring water by switching from a stock to a custom proprietary PET bottle.
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A series of repeating waves or ribs is designed to give the illusion of motion connoting the flow of water according to Avalon vice president Salim Rayes. "This [proprietary bottle] is part of our brand-building effort" says Rayes. He claims that the bottle to be extrusion/blown by Pet-Pak Containers (Mississauga Ontario Canada) will actually provide "considerable savings" over stock containers due to consolidating anticipated volumes with one supplier. Label graphics will remain the same. The fourth largest brand in terms of gallons shipped Avalon plans to distribute the new bottle across the U.S. in 335-mL 500-mL 1-L and 1.5-L sizes by March '97.

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