Can you identify your favorite brand of gin just by seeing the bottle from across the bar?

Trademarks exist to help consumers find their favorite brand.

If a consumer’s likely to see your product lined up against competitors on the shelf of a liquor store or bar, you need to find a way to stand out and be visible and memorable in that setting.

The images to the left are just a few of the more than 400 registered trademarks for booze bottle shapes at the U.S. Trademark Office.

Do you recognize Hendricks® and Tanqueray® gin among these bottles?

Other companies use a distinctive cap or stopper to make their product memorable in the milieu where booze regularly competes.

Still others use unusual wrappings or labelings. The red wax that coats the lid and neck of a bottle of Maker’s Mark® is one of the most famous marks in the U.S. Basil Hayden’s® distinctive packaging isn’t quite as famous but easily recognized by its fans.

Finally, there are two, count ’em, two touch marks for alcoholic beverages.

The David Family Group has a registration for the “leather texture wrapping around the middle surface of a bottle of wine.”

Kiku-Masamune Sake Brewing Co., Ltd. has a registered trademark for a highly-memorable “rough wood-like texture and green smooth, bamboo-like texture on a label surrounding a bottle of sake in the shape of a small wooden barrel.”

How does your branding help you stand out where it counts?

Shout out to Rebecca M. for sending me an article that led to this blog post.

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