OFFICE XMAS CLOSURE 19/12/18 TO 07/01/19 - Please ensure orders ARE placed by 12th-13th December to receive orders prior to Christmas

BOTTLE NECKS... BOTTLE D'OHS

July 03, 2015 1 Comment

Over the last five years many iconic brands bottles have been redesigned, together with even more new brands entering the market.

Bottle design in the 21st century is built around LOOKS – internationally renowned designers are employed to develop a unique brand-focused look where the bottle becomes the message to drive presence, equity and ultimately, sales.

In a perfect world this thought process seems logical, EXCEPT that designers design for look, they don’t usually consider design for functionality behind a bar (considering speed of service, fit, ease of use and safety).

The fatal flaw is when design is predicated on looks or presence, ultimately functionality and then sales will suffer.

In the battle behind the bar there’s just one simple rule: the harder it is for a bartender to pick up, hold, and serve a bottle, the less likely a bartender will go pour that bottle, recommend that brand to a guest in an up-sell; totally regardless if the brand has paid to be promoted, profiled and poured in a bar.

To brand custodians throughout the world this news is not good.
We all know Homer Simpson’s famous “D’OH” catchphrase whenever he realises a mistake or when something bad has happened.

So we’ve borrowed that and applied it to our list of some typical ‘Bottle D’ohs:

The history books are full of ‘Bottle D’oh’s, resulting in bottle re-designs, due to on-site negative feedback.

A very memorable instance some years back saw a Vodka brand introduce a new bottle shape that could not fit a speed pourer, resulting in millions of dollars in lost sales, new bottle design etc. As we understand it, the brand manager in charge lost his/her job.

Then there was the Asian brand owned by a European company that created a bottle which tended to result in broken bottle necks in transit. Or even the Tequila brand that designed a bottle and received a massive pouring contract with a large organisation…all without a speed pourer on the planet to fit it.

So Über stepped in and designed one: the ProFlow Extreme™.

There’s no international standard on bottle design, so the sky’s the limit when it comes to getting the creative juices going. But it’s worth remembering: when designing the bottle consider how the alcohol is going to be poured from it! Design thinking will change only when spirit bottles are considered as a delivery platform rather than just a point of sale pony – designing in isolation means you potentially may not be making a statement but rather serving a sentence!

Want to avoid costly mistakes that could cost your brand sales and opportunity? Contact Über for some practical design assistance click here.

  Subscribe in a reader





1 Response

Maria
Maria

December 04, 2015

One thing I’d really like to say is alayws that car insurance canceling is a feared experience and if you are doing the best things as a driver you may not get one. A lot of people do obtain notice that they are officially dumped by the insurance company and many have to fight to get extra insurance after having a cancellation. Inexpensive auto insurance rates are usually hard to get after the cancellation. Understanding the main reasons for auto insurance termination can help drivers prevent getting rid of in one of the most critical privileges readily available. Thanks for the concepts shared through your blog.

Leave a comment


Also in News

The point of pour paradigm: how to guarantee the best cocktail experience
The point of pour paradigm: How to guarantee the best cocktail experience

December 13, 2018

There are many things that influence how much a customer will enjoy a cocktail, before it even reaches their lips. The process, and sequence of small events that occur before the cocktail is presented to them is so important. So what factors make up a winning point of pour paradigm? Here's what we think...

View full article →

Christmas and New Year Office Closure 2018
Christmas and New Year Office Closure 2018

December 03, 2018

Our warehouse will be closed from Wednesday 19th December 2018 to 6th January 2019. Last orders will be dispatched on Tuesday 17th December 2018.

 

View full article →

Tools and training trump talent everytime
Tools and training trump talent every time

November 20, 2018

Our customer expectations are increasingly high, we want to tap and pay, not carry cash, and checkout on our own. And we expect businesses to keep up with this, which means customer service training is a must. But should a bar invest in training, tools or talent?

View full article →