The BEAUTY of a BOTTLE PART TWO:
THE RETAILER’S PERSPECTIVE
Written by Rich Manning /// Photos provided by Saverglass
A spirits bottle should tell a story, and it should also be functional. What’s most important may depend on whom you ask: the bartender or bar manager running an on-premise account or the proprietor of an off-premise account. In the second of this two-part series, we look at the off-premise side and why the right design shape for retail isn’t just about looking cool. W W W . ARTISANSPIRITMAG . C O M
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bottle can act as a brand’s calling card. This was not lost on New Riff Distilling of Kentucky when they were ready to bring their bourbon and rye to off-premise accounts in 2018. “The team came from retail. We knew our packaging was our marketing,” explained New Riff CEO Hannah Lowen. “We felt that it had to be at the same level of the whiskey, so we wanted to make sure there was a connection to quality and consistency in the design.” This quest for symbiosis led them to create one of the more distinctive bottles in the brown spirits category. The bottles, 73