Market Driven

May 1, 2006
/ Print / Reprints /
/ Text Size+

A Spritz of Vodka
Tall and thin may be “in” when it comes to vodka bottles, but Hood River Distillers’ new Yazi vodka, a ginger-flavored creation, is housed in a blocky glass bottle that looks more at home on the fragrance shelf. The likeness is no accident—it is a tactic to communicate the premium brand’s positioning as a vodka for women. Rich red sidewalls, a shiny neck wrap and an exotic dragon etched on the imported French glass bottle are additional design elements to entice women. Beyond that, the premium packaging, designed by Andrew Reed of Leopold Ketel & Partners (, is a smart strategy by this Oregon liquor company to facilitate national distribution. A 750 ml bottle of Yazi retails for about $30.
Round of bullets, anyone?
First it was the bottle to go. Now it’s the glass. In an ongoing effort to make wine less intimidating and more accessible, The Three Thieves has introduced Bandit varietal wines in 250ml Tetra Prisma ( four-packs. Dubbed the “bullet,” the mini box format is more like a juice box than a wine bottle, with an easy-to-open pull tab that seals the container. “We’ve done away with corks, wine openers and bottles,” explained Charles Bieler of The Three Thieves. “We’re going one step further and liberating wine lovers from the glass.” Each 250 ml “bullet” contains one-third more than the wine industry standard for single-serve portions. The four-packs are priced at $8.99 and are available nationally in Pinot Grigio and Cabernet Sauvignon varietals.
Gum packaging: it’s Big
Less than a year after it established a dedicated Innovation Center in Chicago, the Wrigley Company has introduced a slew of new gum and candy products and packaging—among them the Eclipse Big-E-Pak. Sixty pellets of gum (about five single-serve packages worth) sit in a flip-top-lidded bottle that, the company says, is designed to sit perfectly on a desk, countertop or in a car cupholder. “Our new product lineup continues the company’s rich tradition of bringing our consumers attractive products and unique packaging that become part of their everyday lives,” said Martin Schlatter, the company’s vice president and chief marketing officer. Consumers can load up on spearmint and winterfrost flavors when the Big-E-Pak hits shelves in July.
In the bag—steamed vegetables
A sign that consumers are growing more comfortable with microwave-in-bag packaging, Ready Pac has launched Fast ‘N Fresh, a line of fresh microwaveable vegetables in bags that steam veggies in their natural state. The packaging offers added convenience for consumers, with specially designed vents that replace the need to cut or pierce the bag prior to cooking. Three 12-ounce vegetable varieties—green beans, green beans & carrots, and Harvest Blend, a mix of carrots, broccoli, and snow peas (or snap peas, depending on the season)—are offered as convenient options for family-sized side servings. According to the California-based produce processor, consumer feedback was important in developing the new offering. “These concepts were winners in consumer testing and are designed to drive added sales and profits in the produce aisle,” said Steve Dickstein, the company’s vice president of marketing. Fast ‘N Fresh, which retails for $2.66, has launched regionally at Wal-Mart and is expected to roll out nationally at other retailers by August.

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/12/14 2:00 pm EST

Packaging Matters™: A study on packaging’s impact on shopping behavior, product satisfaction and trends in the global marketplace

On-Demand Packaging Matters™ is MWV’s study of the role of packaging in product satisfaction.  In its second iteration, the research has expanded to 10 markets: China, India, Brazil, Russia, Turkey, South Africa, U.K., Germany, Japan and the U.S. We study packaging because it matters to brand owners, retailers and consumers around the world. Packaging impacts shopping behavior, influences product satisfaction and motivates consumers in global markets in different ways.


Brand Packaging Magazine

brand packaging april 2014

April 2014

The April 2014 issue examines the topic of "Green Fatigue."  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products



facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.png