H O W - T O
SELECT BOTTLE a
GLASS HAS BEEN THE PRIMARY PACKAGING MATERIAL FOR SPIRITS FROM ANCIENT TO MODERN TIMES. OVER THE CENTURIES, GLASS CONTAINERS HAVE ENGENDERED TRUST FOR THEIR TRANSPARENCY, PORTABILITY AND PROFICIENCY IN PRESERVING PRODUCT TASTE AND QUALITY. TO BETTER UNDERSTAND HOW GLASS PACKAGING BENEFITS THE CRAFT DISTILLING INDUSTRY, WE CONTACTED JOHN ZANINI, O-I’S VICE PRESIDENT OF SALES FOR SPIRITS. ZANINI IS A SECOND-GENERATION O-I EMPLOYEE WHO BEGAN HIS CAREER AT THE COMPANY’S PLANT IN TORONTO, CANADA. WE ASKED HIM TO SHARE SOME OF HIS EXPERTISE ACQUIRED OVER THIRTY YEARS IN THE GLASS PACKAGING INDUSTRY.
HOW DOES PACKAGING AFFECT THE CONSUMER’S FIRST IMPRESSION OF A CRAFT SPIRIT? touch the packaging. So, the right packaging is critical to
ARE THERE SPECIFIC TRADITIONS THAT CAN BE FOUND IN THE BOTTLING INDUSTRY, SUCH AS TRADITIONAL SIZES OR SHAPES FOR DIFFERENT VARIETIES OF LIQUORS AND SPIRITS?
attracting people to try your product in the first place.
There are some conventions in the marketplace, and distillers
Even before they experience the product, consumers see and
HOW DOES A NEW (OR ESTABLISHED) CRAFT DISTILLERY FIRST GO ABOUT BRAINSTORMING A NEW PACKAGING DESIGN?
often congregate around those trends. Vodkas, for example, are often packaged in tall, slender bottles for a feminine appeal. Whiskies, which attract more male than female drinkers, often present in masculine, broad-shouldered decanter shapes.
It’s important very early in the process
But, even as we talk about conventions, we
to plan for both concept and container
recognize that some craft distillers are breaking
design so that both the functional and
them to gain shelf differentiation and some
branding requirements are factored
distillers are packaging a variety of products in
into the package design from the
one bottle type that represents the brand’s full
start. Distillers otherwise may invest
too much time and money in the
ARE THERE DIFFERENT OPTIONS AVAILABLE IN THE MATERIALS USED OR CHEMICAL STRUCTURE OF THE GLASS BOTTLES AND PACKAGING AVAILABLE FOR CRAFT DISTILLING?
conceptual phase, only to find that the finished design creates challenges in manufacturing, filling or shipping. It’s important for the distiller to guard against having to make expensive and time-consuming design revisions at the point of production.
The pure ingredients of limestone, sand and
Manufacturing cosmetic flint spirits bottles.
soda ash make up what is commonly known as
The magazine for craft distillers and their fans.