BOOZE THAT DOESN'T LOOK LIKE BOOZE

It’s a bold statement, but across a number of recent launches, we’re seeing brands deliberately distance themselves in their packaging from the world of alcohol. Instead, they’re taking their cues from lifestyle packaging and functional drinks, with their vibrant colours and health halo. Or else, they’re throwing out the rule book completely.

Want a whisky that doesn’t look like a whisky? How about a beer that doesn’t look like a beer? Or even, a non-alc beer that doesn’t look like a beer? Considering that last one’s identity is entirely defined by the thing that it’s mimicking, that would seem a risky move. And yet these are some of the branding decisions we’re increasingly seeing being made. Next up in alcohol packaging design...not looking like you’re an alcoholic product.

Markedly, the US and Canada are stealing a march on this. Let’s look at the evidence. First up, Weirdo Whiskey. This US launch prides itself on not looking anything like a whisky usually looks. According to the brand, its tie dye, cosmic and slightly psychedelic label design is intended to mark: “A new paradigm shift in the spirits space, Weirdo was born to service the odd ones, the ones that need celebration”. Intended to transcend traditional whisky cues, its design is a pointed call out to those that usually feel excluded by the category. That it is also flavoured with pomegranate is also intended to bring in those that usually pass by the whisky shelf. We need to give an honourable mention to another new brand, Turntable here. With images of fruit, palms and the use of bright red, yellow, and orange, its new line of blended Scotch actually resembles a rum much more than a whisky. But then the brand does market itself with the line “blended to stand out”. And it does.