The new Jack Daniel signature-embossed bottles, supplied by O-I (www.o-i.com), are being marketed in six sizes--50 mL, 375 mL, 7
For Brown-Forman, the Lynchburg, TN-based distiller, the right package design played a significant role in the brand's sales surge.
"The new bottle design clearly projects a more contemporary, sophisticated image that we believe appeals to a broader audience, including Hispanic and African-American consumers and a larger female following," says Master Distiller Jeff Arnett. "The new bottle design also has helped us increase the export rate for the brand."
Arnett outlined the package-design evolution: "We initiated the design process by providing Owens-Illinois with a conceptual rendering of the desired container. Using the rendering as a guide, O-I produced a Lucite scale model of the bottle. After approval, the model proceeded to the mold unit stage, and the first actual containers were produced. The unit sampling glassware was used to check for container functionality and to identify potential bottling line machine and material fitness attributes."
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