To help build brand equity and drive sales, makers of spirits, wine, and other alcoholic beverages employ both structural and graphic design elements, using package shapes, labels, and other decorative methods to create shelf appeal for their primary packages.
That strategy is also employed by the Portland-based Craft Brew Alliance for its Red Hook Brewery, Kona Brewing Company, Omission Beer, and Widmer Brothers Brewing beer brands. But for a new variety pack that carries up to four different Widmer beers, each in 22-oz glass bottles, CBA also uses secondary packaging to provide a structural and graphics marketing punch that helps sell the brews, primarily in club and liquor stores. The roughly $20 variety pack debuted last August.
