Packaging with Purpose?

During one of my many few stops by the local liquor store, I found myself wandering and truly getting lost in the beauty of the packaging. I forgot why I was there in the first place and began to walk down each aisle at a snail’s pace, ooing and ahhing. I have that same feeling when I am at an art museum soaking in all of the various art forms, this time admiring all of the beautiful bottles, printing techniques, and unique papers. 

On this particular day, it dawned on me that the Scotch aisle is far more elevated and sophisticated in design and execution, and the majority of the bottles are boxed or tubed. Inquisitive by nature, I immediately asked my husband if he knew why all of the Scotches are boxed while other liquors such as bourbon and vodka are not. He did not know the exact answer, so I set out to find the answer myself. I thought it surely had to be something purposeful and obvious, such as keeping light exposure to a minimum or perhaps for shipping purposes.

Google did not immediately satisfy my need for an exact answer, but like roaming the liquor store, I went down a scotch research rabbit hole. I did find that whiskey mustn’t be exposed to direct sunlight and it must be stored upright, so I surmise these two quality-control requirements are the reasons behind the box and tube packaging. If you find a more precise answer, let me know. Meanwhile, I’m happy to benefit from the beauty in the purpose. Falling into the typical consumer trap, I am smitten so much so with the packaging that I now want to be a connoisseur. My empty bar shelves will thank me.

If pretty packaging with significant purpose doesn’t give you the bug, watch this commercial and tell me you aren’t heading out right now to buy a bottle.

Watch the Year’s Most Beautiful Ad About Booze, Rain and Death
Photo credit: Nicole Sadozai

My next scotch-related quandary… scotch packaging is predominantly masculine. What would a woman’s scotch look like?