Marketing: Bottle Design Can ‘Burn Branding’ Into Consumer Memories

Catching the eye of a consumer on a crowded shelf is always a dilemma for an up-and-coming craft brewery. It can be especially hard for younger breweries looking to make a name for itself, especially in a highly-populated state like Colorado.

For Crazy Mountain Brewery, making a change to its labels has been one new aspect to its marketing. Adding a new bottle design this fall has been another.

“Packaging has been absolutely critical for our brewery’s growth,” said Crazy Mountain founder and CEO Kevin Selvy. “As more and more craft brands enter the market a brewery’s ability to stand out on shelves is essential for it to stand out to both retailers and consumers. Having our new custom bottles will give us an additional competitive advantage in the market when it comes to attracting the attention of consumers as well as burning our branding into their memories which will result in repeat purchases.”


Crazy Mountain, which opened in 2010 in Edwards, Colorado, was recently honored by the Clear Choice Awards, recognizing the country’s top brands and manufacturers using glass to create a powerful brand.

Since 1989, the Clear Choice Awards has honored consumer product goods manufacturers who find unique ways to use glass packaging to tell the story of its brand, creating glass containers that stand out on the shelf, and feature innovative designs.

“This award helps us get our name out to multiple people in the beverage industry and helps us to showcase our innovative efforts in the packaging world,” Selvy said.

Crazy Mountain spent about 18 months developing the bottle design, which captures the look and feel of sub-alpine trees found in the mountains of Colorado. Featuring unexpected shoulder geometry implying a rippling of the glass, the product captures the consumer’s eye and provides a unique, tangible interaction.

“We worked with our partner in the project, Owens-Illinois, to concept the shape of the bottle as well as the design through many different iterations and ideas,” Selvy said. “It was a project that involved a good number of people on both teams.”

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