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Glass wine bottles that dare to be different

Glass wine bottles that dare to be different

A recent O-I survey, conducted by IPSOS, reveals that almost all consumers feel indecision when it comes to buying a bottle of wine. This is hardly surprising when you consider the volume of different bottles – from large and small producers – on the supermarket or wine shop shelves.

With packaging acknowledged in studies as the primary decision-making driver, packaging that looks too traditional is no longer appealing enough to consumers, who are swayed by a wide range of conscious and subliminal influences.

O-I feels that the time has come to review packaging concepts and adopt new criteria for designing wine bottles, with the aim of creating bottles that stimulate consumer desire to purchase, communicate the brand and product, and encourage long-term brand loyalty.

The global glass manufacturer has created four new concept bottles for the wine market, each offering a new and original shape that represents a break from tradition, opening up new perspectives for the wine market. Each bottle plays with form and line to catch the eye and create a strong emotional bond between consumers and the product.

O-I has created four new concept bottles for the wine market, each offering a new and original shape that represents a break from tradition, opening up new perspectives for the wine market. Each bottle plays with form and line to catch the eye and create a strong emotional bond between consumers and the product.

Created and developed by O-I’s marketing and design teams, the new concept bottles are destined to play a leading role on-shelf as well as on the table. They also demonstrate how wine – with its centuries of tradition – is renewing itself in tune with the tastes of today’s consumers.

To ensure that the new packaging concepts are integrated into the wine market seamlessly, and that consumer expectations are met, O-I conducts a continual process of research with different types of consumers in different countries. Using this data, the new concepts will be used to re-invent or replace existing designs in the future.

The cylinder
Exploring unchartered territory in food and beverage packaging, O-I’s cylinder model is an ultra-modern flint bottle that seems to be an endless, flowing line – a symbol of the purity of the bottle’s contents. The mouth of the bottle is hidden in the closure at the base, so that only those who know the “secret” can enjoy the contents. Rather like an exclusive perfume, the wine is presented in a chic, minimal way: the moment of consumption becomes a kind of ceremony, which emphasises the precious value of the wine. The cylinder is designed for the premium end of the wine market.

The carafe
O-I’s new carafe bottle is a new “take” on the ancient vintage carafe, combining the charming features of this classic design with a much more contemporary silhouette. Its roundness and long neck speaks of femininity, sensuality and modernity, while also making it suitable for wines with a rich aroma and a smooth taste. The long neck allows wine to aerate like a decanter, and add to the sense of occasion when it is poured. The rounded shape showcases the wine, and because the elegant label is only positioned around the neck, the rich colour of the wine – whether red, white or rosé – can be viewed clearly.

The stackable
Breaking off totally from existing wine packaging, this design is aimed at the premium on trade Horeca channel, and in particular, trendy bars and restaurants. The complete set of packaging is composed of 3 bottles that can be stacked to create an attractive structure. Made in flint glass, the stackable puts wine in the spotlight by allowing the user to mix red, white and rosé wines to create a multi-coloured work of art. The thickness of the glass heightens the dazzling display, making the structure an attractive focal point on a bar counter, for a party or even a less formal occasion at home. Easy and relaxed, the stackable is a perfect match for the new-world food trend.

The squared
In a market almost exclusively populated by round bottles, O-I’s squared bottle is truly daring. Conceived almost like an architectural project, the bottle is built on noble lines and plays with opposites – modernity and tradition, masculine and feminine, simplicity and sophistication. Deliberately solid with its squared shoulders, the bottle makes a distinct statement, towering on the table regally. In another break away from the classic codes, the label is positioned almost at the base of the bottle, allowing the full width and dimensions of the body to be admired.