DESIGN AUDIT SERIES

Spirited designS in the bourbon aisle

DESIGN AUDIT SERIES

CRAFT BOURBON IN HIGH SPRITIS

Over the past year, there were more than 20,000 spirit items for sale, making it more important than ever for these brands to put their best bottle forward. Which U.S. craft bourbons are winning the war at shelf—and what lessons can they teach us about creating powerful package designs? A new Nielsen study has the answers.

Over the past year, there were more than 20,000 spirit items for sale, making it more important than ever for these brands to put their best bottle forward. Which U.S. craft bourbons are winning the war at shelf—and what lessons can they teach us about creating powerful package designs? A new Nielsen study has the answers.

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Compared to 4 years ago, there are now 27% more whiskey items for sale. For high-end whiskey items, this number rises to 43%.
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What percentage of the time does the typical whiskey buyer makes decisions at shelf? Select your answer below.

30%
Incorrect
40%
Incorrect
50%
Incorrect
60%
correct

With so many consumers making at-shelf decisions, it's essential to steal the spotlight as quickly as possible. Which top-selling design do you think stood out to most consumers within the first few seconds of looking? Select a package below.

Fiddler
That's Right
chambers bay
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291
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Elk Rider
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Standing out is just the first battle, though. After that, consumers need to like a package design. Click to reveal the most liked designs.

Most Liked Bourbon Package Designs

291

#1 Most Liked

Old Monroe

#2 Most Liked

Fiddler

#3 Most Liked

Standing out is just the first battle, though. After that, consumers need to like a package design. Click to reveal the most liked designs.

Most Liked Designs Among West Coast Top-Sellers

Kona Big Wave

#1 Most Liked

#2 Most Liked

New Belgium Ranger

#3 Most Liked

Pyramid Outburst
Some designs pack a lot of personality. Which design do you think seemed most masculine to consumers?
Legendary Rye
That's Right!
Isanti
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291
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Liberty
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Which design struck consumers as particularly premium?
Maryland Club
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291
That's Right!
Isanti
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Wigle
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It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?
Liberty
Thats Right
Old Monroe
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Maryland Club
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It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?

Liberty
Thats Right
Old Monroe
Try Again
Maryland Club
Try Again
BOURBON Audit Report Cover
Want to learn more about current trends and best practices for creating package designs that win with consumers in the bourbon aisle?