Premium lessons learned

When you charge more than $30 a bottle for your product, your packaging has to deliver the goods on shelf with first-class distinction. CEOs Chris Condon of Trago Intl. (see Tequila details push premium perception, www.packworld.com/view-23121) and Patrick Aroff of Encore Brands (see Ecstasy enhanced by unexpected red bottle, www.packworld.com/view-23264) share their advice of packaging lessons learned from their respective start-up launches of glass bottled, ultra-premium spirits.

“The most important lesson learned is that you have one chance to go into the market, and so it is very important that you have all your ducks in a row,” says Trago’s Condon. “It is more important to pay a little more for quality than to worry about margins and cheapen the quality. That’s because consumers, especially luxury buyers, truly tune into the details. By spending more money and delivering something more high end to the consumer, you will make more money in the long run.”

Says Encore’s Aroff, “if you have a bottle shape in mind, source that at the start so that you can make the graphics work within the context of the bottle design. Then by the time you get to the last part of putting the label or decoration on the bottle, that becomes the easiest part.”

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