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The story behind Patrón’s Packaging design.

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Consumers are all about looks when choosing which food and beverages to buy. This fact is evidenced by the unbridled success of the recurrent Carl’s Jr. ad campaign featuring Kate Upton, Heidi Klum, and other stars seductively chomping on a cheeseburger. Like Carl (or would it be Carl Jr.?), tequila maker Patrón also understands that aesthetics are king. The deliberate and meticulous focus on packaging design gives its product perpetual superiority regarding popularity points in the tequila world.

It’s Not What’s Inside that Counts

If you’ve ventured into a liquor store lately, you’re well aware of the overwhelming number of tequila options on the market. No, seriously. There are scores of them. While some tequila aficionados approach their booze shopping conscientiously, focusing on how high the tequila ranked when tested by a third-party organization, most consumers take a much more superficial approach to picking their poison. Some extremely insightful questions shoppers ask when choosing which tequila goes in the shopping cart include: How sexy is the bottle? Do I feel cool buying this tequila? How will it look sitting on my bar at home? Will my guests be impressed with the brand I’m serving? We’re talking deep, philosophical stuff here.

Why Are Patrón Bottles So Special?

Patrón Tequila has a big following; some say it’s due to its great-tasting, quality tequila. Still, the company’s packaging truly elevated the brand to being considered one of the most sophisticated, luxurious brands on the market. The Patrón bottle was created with sexy shelf appeal and evokes a sense of timeless class and refinement. This thoughtful design, mixed with good marketing over the years, has established Patrón as the tequila you want to be seen ordering at the bar.

Each bottle is one-of-a-kind and hand-crafted. Experienced glass artisans personally create every bottle using traditional glass-blowing techniques. The borderline obsessive attention to detail doesn’t stop there. A human, not a machine, applies the labels, and the signature green ribbon is tied by hand. The bottle then goes through a rigorous, 14-step inspection process to ensure perfection and beauty. If all this didn’t make the bottle distinctive and unique enough, each bottle is also individually numbered, just like, well…art. Machine-based mass production is not the Patrón way, and the company’s dedication to making its packaging unique has paid off via massive brand recognition.

Thinking Outside the Bottle

Patrón’s packaging is a great example of how your product doesn’t have to end with your drink/gadget/whatever. The packaging can be a tool for increasing brand awareness, and if done right, it can even advertise your product long after. From soap dispensers to citronella torches to betta fish abodes, Patrón bottles everywhere are being spared from trash and recycling bins and given new life as a part of people’s homes. In a recent nationwide contest, Patrón encouraged bottle enthusiasts to take a shot (get it?) at a $10,000 prize by developing creative, new ideas for using the empty bottles. But they’re not the only ones. We’ve all seen transport boxes that turn into display cases — that’s old news by now. What about wine packaging that can double as a wine rack or a book’s wrapping that can double as a flower pot? Packaging is something you must have to transport your goods, so why not make it a part of your brand and your product itself? Smart package design not only bolsters sales but it can also create a sense of endearment and an emotional attachment for customers. Ask any woman who has received something from Tiffany & Co. if she still has her little blue box.

The tale of Patrón’s bottle and its journey to undying idolization among consumers is one to note if your business sells anything that sits on a shelf hoping to be purchased. Packaging design’s role in a product’s popularity and success is arguably as important (if not more) than the quality of the product itself. Although Patrón backs its fabulous bottle with a class-act tequila, it’s possible they’d enjoy nearly the same level of success selling tap water if it were packaged as impressively. Now there’s a market worth tapping.

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Want a best-selling brand? SmashBrand is a brand development company for FMCG and CPG companies. From brand strategy to packaging design testing, our Path To Performance™ process guarantees a retail performance lift. Book a time to discuss your project with our team.

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