Written by Originally, as mentioned above, whisky was placed and shipped only in the oak barrels. It was used for many years to allow the wood to affect the spirit through flavoring, coloration, and aromatic compounds. During bottling, the whisky was directly transfer from the barrels into glass bottles without intermediaries steps; the barrels were just rolled to the bottling facilities. Previous to the advent of scientific techniques, this method was perfect for the spirits industry for about 300 years. However, in the last few decades, especially the fancy whisky brands, they are no longer limited to whisking in the barrels but have adopted new and sophisticated types of packaging to stand out in the market that has become full of luxury products.
When it comes to whiskies, the industry has seen the rise of customers seeking an authentic, high-end product that offers a unique experience to those who drink it.
In general, small batched and single malt whiskies are relatively new to the market as the last 30 years have seen them receive a massive boost in popularity. Whereas it was quite acceptable for the working man in the 1970s and 1980s to be regularly consuming whisky, by the 1990s a new trend was for connoisseurs to be willing to pay a high price for a bottle. Scotsman Richard Paterson, master blender at Whyte & Mackay, explains this shift: ‘Single malts have grown into a drink for winners… It has a luxury factor about it,’ Hearn noted, as whiskies costing more than $100 a bottle dictated the trend in presentation. An image was required that reflected quality, the ability to convey a perception of upper class and a look of more traditional craftsmanship.
When and how did the Beauty of the Elegant Cartons and Canisters of Penny Bovis Evolve?
Until relatively recent years, the warehouse proofs of most whiskys were of little more than plain glass bottles, often bearing a printed label. As super-premium brands sought to move whisky up market to a cognac or even wine category, Brand Houses came up with decorated cartons and tubes to make the experience of getting to the dram that more luxurious. These provided the bottles visibility in the retail shelf and at the same time provided the bottles with protection especially during transportation.
This many cartons are made in such a way that, in a manner of opening them, they give reverence to the bottles inside. The new carton is shaped in a fashionable slanted way to express the whiskey’s rich history as soon as one gets to lay their hands on it. The ridged tubes of Glenmorangie bottles are wax-sealed and the font is much like medieval writing. Hibiki, a brand from Japan, decants its whisky in crystal containers with 29 sides and places it in wooden boxes which have 24 facets.
In some cases, the outer packaging has evolved into a kind of secondary identity to the whisky that resides inside the box. The tube that houses the Chivas Regal has been consistent with its red color for over a century, it is said to be one of the most easily recognizable packages in the world.
Decanters and crystal bottles are relatively recent additions to the wine market, although crystal bottles date back to the early 1900s.
In the recent decades however, there has been a further step up on the primitiveness scale, that is the over-the-top glassware and decanters. Some of the labels are great mementos, such as family crests, Celtic symbols, or pictures of distillery dogs – bottles of whisky become objects of contemplation. Such manufactures include Glen Scotia, Dalmore, and Royal Salute that use elegant ceramic flasks with fancy tops that are encased in facetted crystal. These are indeed aesthetically appealing when displayed; however, they are not very usable for purposes of pouring or drinking from.
However, for any gifting or collecting enthusiasts seeking to embrace the perceived trophy glance, these intricate releases are indeed the epitome of the luxury whisky packaging. Despite starting in the five figures and going as high as fifties and sixties, they provide the connoisseurs with the epitome of luxury. If Crown Royal is able to sell a limited edition bottle that was priced at $130,000 and covered with over 3,000 diamonds to celebrate the Diamond Jubilee of Queen Elizabeth II, one cannot doubt its popularity.
A Return to Simplicity?
But the trend in the current years appears to be shifting to simplicity, especially as more and more people turn to the internet to find information. Although, attractive and appealing bottling continues to remain an area of significant concern for the manufacturers what is compelling brands more is the quality of whisky contained in them. Bringing the summarized ideas into focus, Bruichladdich’s CEO Adam Hannett notes that “10 years ago packaging was very different from today. Earlier it was all about the ‘premium’ and ‘luxury’ which was represented through thick bottles, wooden crates and etc. While today it is all about being genuine. Today’s whisky brands are sold in elegant containers that are primarily useful and which, once opened, can be used to consume the drink, without the glitz and glamour.
However, where and when brands release limited edition products, do not consider that the packaging innovations will not become complicated. The build-up that comes with waiting for months to taste the new or special whisky that has been stocked and preparing for its unveiling is the best way to enjoy the whisky. As much as the traditionalists who are drawn to the promise of the matured liquid gold residing in wooden barrels, whisky has gone a notch higher in packaging in fancy looking boxes. If there are scenarios like the one presented, as long as we continue to fuel the passion for the legends of whisky, then the opulent bottles and boxes will always be popular.
