As distillers, importers and distributors of fine wines
and spirits seek new and innovative strategies to ramp up their introductory
efforts for new products, they are discovering that "big" bottles
are creating a big demand for new products.
According to Keith L. Sachs, chairman of Saxco
International Inc. of Horsham, PA., worldwide packaging specialists for the
wine and spirits industry, "We are getting more and more requests from
our client roster for extra large, high-quality display bottles to replicate
the original 750-ml versions."
Most recently, Saxco International has sourced and
supplied display bottles for Bacardi USA Inc., Jim Beam and importers
Schieffelin & Somerset, through the Ventura Group, a design firm.
Display bottles also were complete for the introductions of Bacardi's
Bombay Sapphire� Gin and Turi Vodka, Jim Beam's Vox
Vodka and Schieffelin & Somerset's Ciroc Vodka.
All of the bottles were utilized as brand identifiers
in white-tablecloth restaurants and upscale retail outlets in the United
States and Europe. Diana Lendian, group promotions manager for
Bacardi Global Brands Promotions Inc. of Miami explains, "We needed to
find a discrete, yet innovative way to promote our upscale Bombay
Sapphire� Gin and Turi Vodka within the ambiance parameters of
white-tablecloth restaurants. We decided on beautiful display bottles
to meet those requirements.
Following along those same lines, Vince Manno, senior
account executive for the Ventura Group of Bohemia, NY, states, "The
large high-quality display bottles for the five-times distilled premium
Ciroc Vodka were utilized during the U.S. roll-out for point-of-purchase
displays in upscale retail outlets, as well as for exposure in finer
restaurants.
"The Jim Beam Vox Vodka display bottles were
employed to further attract attention to the product at the retail
level," says Sharon McLenahan who managed the marketing aspect of the
Vox roll-out for Jim Beam.
"Our challenge was to replicate the 750-ml
versions as closely as we could, delivering the same decorative appearances
in the larger versions," noted Sachs. "However, to
accomplish this, we had to get creative, coming up with solutions which
would deliver the overall quality and look, yet stay within the projects'
requirements dictated by limited quantities. Economic considerations
also played an integral role in our problem-solving process.
These are the kind of projects that bring out the best in our
organization."
