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When the Bottle Matters More Than the Beer Inside

on 02/02/13 at 11:34 pm


imagesIf the biggest selling point for a new beer is the bottle that it comes in, what does that say about the beer itself?

There’s no doubt that the labels on beer, wine, and liquor influence our buying decisions. Vodka is supposedly tasteless, so the main justification for buying a top-shelf brand would appear to be that then you can show off the top-shelf label. If many drinkers were honest, they’d admit that they often pick out wines for no other reason than the bottles feature cute animals or a funny name. Studies have even shown that wine drinkers are willing to pay more for wines that feature fancy, hard-to-pronounce names. As for beer, some brewers are resorting to crude, offensive names like Raging Bitch and Dirty Bastard to help them stand out from the pack.

Lately, beers are taking the superficial approach to the next level. It’s not enough to come up with a clever name or an eye-grabbing label. To attract drinkers to a beer nowadays, the beverage must come in a bottle that’s unique, even iconic, the thinking goes.