Behind the bottle

The journey of the glass bottle has been fascinating. From the advent of glassblowing in the first century AD, to the invention of the glass bottle stopper in the 17th century that made it essential to households everywhere, you could say that the bottle has mirrored the diverse needs and preferences of society. Each bottle, no matter the contents, has its own personality and soul.

Whether it’s the so-recognisable Chanel No.5 bottle dreamt up in 1922, Heinz’s iconic Ketchup bottle, patented in 1890, or the contour fluted lines of the Coca-Cola bottle, a bottle’s silhouette makes a powerful statement. Through shape, brands set a tone for themselves.

However, that could all change with Article 9 of PPWR requiring the weight and volume of packaging to be scaled down to its minimum size. With ‘consumer acceptance’ and ‘marketing and product presentation’ deleted from the performance criteria listed in Annex IV, signature bottles that use more glass to achieve specific shapes could be pushed out of the European market.

Modern bottles often transcend utility, profoundly shaping consumer perception and fortifying brand identity. The fear is that under the new regulations, packaged products could start to look the same, stymying creative designs and iconic shapes.

Creating an eye-catching, memorable bottle is both an art and a science. It transcends the mere liquid inside. Consider for a moment you are standing surveying the shelves, your eyes journeying up the sleek glass surface, hunting for visual hooks. Whether it’s achieving customised designs and unique identity through metal decoration, embossed logos and text, stamping, labelling, or foil accents, the possibilities with glass are endless. In terms of offering a versatile canvas for branding, the material is unparalleled.

This creativity and innovation will be on full show at London Packaging Week this year, with the event set to prove its worth in helping brands navigate the intricate interplay between design innovation, consumer psychology, and the enduring allure of glass packaging.

Glass, being impermeable and chemically inert, ensures that the original flavour and quality of the spirit are impeccably preserved and delivered as intended. Its transparency allows consumers to appreciate the color and clarity of the spirit inside visually, then add its resistance to scratches and scuffs, meaning it can maintain a premium look over time, and the recyclability and sustainability credentials of the material are indisputable.

Today, drinks aficionados expect more from drinking vessels. They say you only get one chance to make a first impression. Well, beverage brands only have a fleeting moment to catch your eye as you scan the shelves. Nowadays, precise details pour into every brushstroke of label designs; even the bottle shape is known to influence your perceptions subliminally.

Brands looking to bring visions that spark intrigue, wonder, or even a sense of nostalgia, would be well advised to begin that process at London Packaging Week. There, they can explore everything from the weight and shape of bottles to the visuals, such as logos, labels, and secondary packaging. The two-day event offers an unrivalled and focused forum to source the latest packaging solutions, meet new suppliers and solve some of the biggest innovation challenges. 

By staying attuned to emerging trends and consumer preferences, brands can elevate their drink packaging from mere vessels to powerful brand ambassadors. Glass bottles, with their timeless elegance and versatility, continue to offer unparalleled quality, sustainability, and aesthetic appeal.