The bottle: the marketing image of the brand

The first thing that we can observe is that all those three brands are different from all the other ones in the market; and they all choose a very unique style of bottle that create a specific idea that can’t be referred to any other brand.

In fact, in the vodka market, usually brands choose a generic style of bottle that links to the idea of vodka, very classic, like Smirnoff.

But when the brands target a higher level of consumer, they need to differentiate themselves to justify the price and the desire to buy the product. And, in our market, it comes also by the bottle.

There are no muse, no big slogan, no celebrity endorsement; the only thing that helps knowing the brand and learns something about it is the bottle. Each one means something, and can be transformed as many times as the brand wants, but it is still the best spoken-person or representative of it.

There is still some common points, we can see that the basic style of the bottle is every time transparent, with black and blue front. It represents the clarity, the purity and quality in people’s mind. And for all their different products they always keep the same style of bottle and change de design on the packaging because the bottle is the center of the brand and the image.

Grey Groose choose a long and thin bottle, with traditional design the sea, goose, the French flag, mountains; no extravagant or fancy approach. It is their way to represents the quality, elegance and the tradition of the spirit. Since it is longer than the other bottle it helps the brand to be more attractive in a display. Also in a club, the transparent bottles catch light.

Belvedere choose a bottle design that is close to Grey Goose, very long and very thin but with more original details, even if it stays very chic, strict and classic. Two important details are more attractive, the huge castle/house from where the vodka is distillate and the tree that brings a heritage and respect to the brand. With that three, Belvedere is now playing in the club where they serve this vodka with LEDs (putted at the bottom of the bottle) so there is light on the three. 

Absolut choose a less elegant bottle, that as the design of a medicine bottle, it is larger so it gives a stronger and more impressive look. Besides, Absolut also use its bottle to communicate because the brand change often their packaging for limited collection just to make their bottle more creative and attractive. Absolut consumers are also collectors, and they like to have new designs, taste news flavors and news ingredients.  







Source: 
http://www.lvmh.com/the-group/lvmh-companies-and-brands/wines-spirits/belvedere 
http://www.absolutad.com/absolut_about/history/story/ 
http://www.greygoose.com/en/us/our-craft 

Laure