Packaging in the United States Spirits Market
In a saturated market such as spirits in the United States, packaging allows different brands to stand out in the crowd. Jared Koerten, US Research Analyst at Euromonitor, explains that packaging in spirits can be used to emphasize a brands' authenticity or heritage. Jose Cuervo, for example, has redesigned their gold and silver line of tequila products to reflect the Mexican heritage of the brand. Another example is Early Times 354 Bourbon, named for the original permit number used to distill the bourbon.
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