A new look custom bottle for Death's Door Spirits has been released, which the company claims features smarter handling and pouring, due to its ergonomic improvements. Using a lighter bottle with better grab points and balance, the redesign is consistent with Death's Door's other moves to improve quality and innovation.
Brian Ellison, founder and president, says: “At Death’s Door, we constantly review and evaluate all aspects of our process and product, because we’re driven by a passion to be the very best in everything we do, down to the last detail. We had the desire to move to a custom bottle with a design we could own, and made in the USA to reduce lead times. We looked to improve its features yet maintain key characteristics of our packaging.“
Death’s Door Spirits claims to have embarked on a multi-year mission to improve its bottle. The development process started with conversations with bartenders over the years, asking their opinions and observing their interactions. Following years of this informal research, Ellison took pencil to paper and personally sketched his concept for a new bottle that would be bartender-friendly and reduce the risk of chronic fatigue.
Marcia Polas, a New York-based pilates teacher and movement consultant says: “Bartending is an exceptionally physically rigorous career. The repetitive nature of the job on top of the sheer physical strength required each shift can wreak havoc on a bartender's body. Most have about a 10-year shelf life on their shoulder joints. It's encouraging to see Death’s Door directly addressing this issue.”
After a review of potential glass partners, Ellison selected Anchor Hocking in Monaca, Pennsylvania to solidify the design and bring this idea to life. Anchor Hocking claim to be the only American-owned company that employs American workers and manufactures premium cosmetic flint bottles in the US. Anchor Hocking marketing director, Jolee Huber, says: “A craft spirits bottle should be purposefully designed and manufactured to enhance the craft spirits experience and bring recognition to the brand. Our passion is helping great brands like Death’s Door create bottles that are both highly functional and provide a breathtaking first impression.”
By having the bottles made in the US instead of France, Death’s Door has cut carbon emissions by two tons per shipment, and hugely reduced production lead times from four to six months down to just a couple of days.
The result is a new bottle in three different sizes: 750ml and 1L, and 700ml for European markets. The 1L version is a full pound lighter – from 4.6 pounds to 3.5 pounds, with better axial balance and an ergonomic shape, with a flat front and back paired with a longer neck and grab ring for easier pouring.
Ellison says: “It’s all about sweating the details. We know that’s what sets us apart and why our customers support us and our products. We focus on simplicity, sustainability, and quality. From the locally sourced ingredients found in our gin to the design of the bottle, we go to great lengths to ensure our customers can enjoy consistency and quality in every pour.”
3 February 2017 - Sam Coyne The Drinks Report, editorial assistant