The unique, espoused glass bottles of Jekyll & Hyde showcase the two "alter-ego" liqueurs in an eye-catching fashion.
The 750 ml, 11" (280 mm) high curvaceous bottles, manufactured by Owens-Illinois through a blow-and-blow process hold two different products. The colourless transparant bottle shows the deep red of the 60-proof raspberry-flavored "Jekyll" and the other one the black of the 80-proof molasses-tasting "Hyde."
When a bartender pours them together into a shot glass, the black Hyde tends to float on top of the red Jekyll due to differing product viscosities and the difference in sugar quantity in each product. The brands also can be combined with other flavors and spirits, playing in with young adult drinkers' penchant to customize their cocktails.
Jekyll & Hyde, designed by Long Tail Libations Inc, a subsidary of beer giant Anheuser-Busch, is launched intenting to penetrate the market of spirits, which Anheuser-Busch entered to compensatie for the declining beer market.
The bottles are marketed in upscale bars and restaurants to stand on the back shelf of a bar, where they joined closely together show an intriguing promotional billboard. Spear Label Co printed the labels in 7 colours. The labels raised a particular problem as they had to be added on the bottles as close to the edge where the bottles meet as possible to enhance the promotional effect of showing one picture. The bottles have a aluminium screwcap from Alcoa and are filled by United States Distilled Products.
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Alter Ego Liqueurs
Jekyll & Hyde
Trend Themes
1. Customized Spirits - The trend of young adult drinkers craving customized cocktails creates an opportunity for innovative spirits manufacturers to create personalized products, such as Jekyll & Hyde's combination of two different liqueurs.
2. Intriguing Packaging - Jekyll & Hyde's unique package not only differentiates it from competitors, but also provides a promotional opportunity when placed together on a back bar, highlighting the potential for disruptive innovation in packaging design.
3. Flavor Mixing - By allowing consumers to mix and match different flavors and spirits, Jekyll & Hyde taps into the trend of creating new and unique flavor experiences, presenting an opportunity for disruptive innovation in the spirits industry.
Industry Implications
1. Alcoholic Beverage - The alcoholic beverage industry, already highly competitive, can benefit from disruptive innovations in customized spirits, packaging and flavor mixing strategies, like those demonstrated in Jekyll & Hyde.
2. Packaging - Jekyll & Hyde's unique bottle design and labeling solutions highlight the potential for disruptive innovation in the packaging industry, particularly for products that require differentiation from competitors on the shelves.
3. Beverage Marketing - Innovative beverage marketing strategies, such as Jekyll & Hyde's unique packaging and targeted upscale bars and restaurants, showcase opportunities for disruptive innovation to increase brand awareness and appeal to consumers.