Thank you to Jennie Brown, (PR manager at Chivas Brothers), who forwarded me these additional photos of their new electroluminescent bottle for Ballantine’s Finest. The press release she sent also helped clarify that this bottle is not a retail package, but an “on-trade” pack intended for use in pubs and nightclubs.
The innovative bottle, which can be used for display or pouring purposes, forms part of an on-trade-led initiative for Ballantine’s Finest, entitled ‘Listen to Your Beat’. Rolling out across bars and nightclubs in 35 key markets, the initiative is based on the idea that by listening to your own beat and following your own instincts, you will make choices that leave an impression on others.
Created by London-based packaging agency The Core, the striking Ballantine’s Finest bottle was launched this earlier month and is already available in the on-trade in Germany. Reflecting a graphic equaliser, the dark blue spray coated bottle appears to react to the tonal quality of audio passing through it, by lighting up intermittently to create drama and increase back bar prominence. Powered by batteries or mains, 20,000 units have been made available, along with a range of additional electroluminescent POS materials including posters and t-shirts for staff.
I suspect that many of the bottles featured in my earlier post about electroluminescent labeling were also “on-trade” (and not retail) packs. Yet. Based on existing patents and the never-ending need of packages to attract consumer attention, it seems likely that liquor store shelves will eventually hold bottles like these.
