Personal Brand & Positioning
Why does packaging design matter for a spirits brand?
Answered independently in 1 episodes. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01In the US you cannot sell spirits direct; every state means a new distributor, some states are franchise states like Georgia where you can never take the brand back, and Pennsylvania's government is the distributor. source →
02Packaging buys the first trial. Brett can't outspend Bacardi, so design, name, and story are what get a bottle pulled off the shelf; taste is what brings the buyer back. source →
In their words
What was actually said
Package is an example in your marketing guy, it means everything, especially at my level. I can't spend the way of Bacardi does and build a brand. I think my package is in the design or the name or the story girl with it matters too.
The episodes