The Personality & Practicality of Spirits Bottles
Even a casual whiskey drinker can identify a bottle of Jack Daniels, Bulleit or Knob Creek from the silhouette alone. The shapes are distinctive from each other, yet they also share common elements. Many of which carry meaning – some subtle, some not so subtle. The shape of a bottle can say traditional, rugged, refined or modern all by itself. It’s a powerful part of the brand message.
I’m currently working with multiple glass suppliers, from Italy to China (and domestic too), to curate a selection of spirits bottles for my clients in the wine, beer and distilling industries. There are some old standards, some up-and-comers and quite a few “exotic” designs that carry with them a multitude of personality attributes, not to mention quite a lot of practical considerations as well – from filling and shipping to storing and pouring.
Recently, I asked Canon Seattle’s Jamie Boudreau if he would indulge me an unplanned visit to his “vault” – a room beneath the bar where he stores his collection (he calls it his “inventory”) of vintage spirits. I wanted to show this impressive assemblage of authentic pre-prohibition whiskey bottles to Davide Brusadin, an Italian glass maker with whom I work on many projects for both spirits and food purveyors. Jamie was kind enough to indulge us. The trip was informative in the way I had expected – we enjoyed studying the shapes of traditional American whiskey bottles. But it was also educational in another, unanticipated way. Jamie offered us some valuable insights about the practical implications of bottle shape (length of neck, among other things) from his day-to-day experience, and how that will affect the way in which a bottle is stored and used in a bustling bar environment. Priceless, first-hand information from a proven veteran in the field. Thanks, Jamie. I owe you a drink.
I’m currently using this – and much other – information in the development of three custom glass designs. Two are for separate distillers – proprietary shapes – and the other is being adopted by a bottle manufacturer as a stock model for use in their catalogue. I’ll share images of all three of these as soon as they are public.
I’m writing this now – even though my custom bottle design are currently not public – because even for distillers who cannot afford the mold costs and quantity minimums of a custom bottle mold, there is plenty to discuss in terms of brand personality and shelf presence – even when shopping for a bottle from a catalogue. I have many samples on hand as well as anecdotes and insights – and I’d be happy to share them with anyone who cares to chat.