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
01Packaging 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 →
02In 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 →
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