Crafted by PES

Top 5 benefits of custom bottle glorifiers

This image shows a wooden, dark brown bar top on which there is a birdcage shaped metal glorifier, with an antique brass finish. Inside of it is a black glass bottle with a diamond shaped, beige label. It carries a black print that says Hendrick's gin. Next to the glorifier there are four red roses and two cucumbers.

Custom bottle glorifiers offer a multitude of benefits for brands, particularly in the beverage domain. Here are the five top benefits. 

1.   Brand Visibility

Imagine you walk into a bar and approach the bar top. Whilst walking towards it you look around to observe the scenery. You notice the people and the furniture. You take in other visual cues and both the sound of music and people chatting with each other. 

You reach the bar top and notice a lot of shelves in front of the back wall. These are filled with different bottles. You don’t feel drawn to any bottle in particular. Until you see one which is enclosed within a display, a bottle glorifier. Based on its design, this glorifier beautifully integrates with the bottle. The glorifier drew your attention towards this product. 

If not, you would have never even noticed it. 

2.   Consumer Engagement

You might have heard about the AIDA model. It is an old model that Elias St. Elmo Lewis developed in 1898! It describes four phases a consumer goes through when engaging with an advertisement: Attention, Interest, Desire and Action. Nowadays Attention is often replaced with Awareness. 

The above first benefit of custom glorifiers, brand visibility, helps to introduce a brand. It catches the attention of people who might or might not turn into consumers of the product. It helps when the consumer has already seen the product before and now only has to recall the brand.    Bottle glorifiers can be equipped with LED lighting, sound effects, moving parts or even digital displays. These trigger consumer engagement with the glorifier. Thus a person might be intrigued to find out more about the product.

3.   Brand Consistency

When a company invests in a standard type of glorifier, it is much harder to connect it to a specific brand world. Yes, compared to a custom glorifier, the investment will be lower. The glorifier won’t speak the exact same language as the brand, though. Custom glorifiers offer design options that will fit what the brand chooses to stand for. What the audience will likely appreciate. 

You want your marketing materials to integrate well into your broader marketing activities. It is easier to do that with custom solutions. 

4.   Quality Construction 

When you choose custom bottle glorifiers, you have more flexibility to get the quality right. If you are managing a premium spirit brand, you can’t work with a low quality bottle glorifier. All your branded merchandise needs to be of high quality.

I remember a client who briefed us on a custom bottle glorifier project. He represented a company that was a contract partner of a global premium spirit company. He told me that their client had relied on a lower quality type of bottle glorifier. They had come to the conclusion that it did not move the needle enough for them. 

They considered the quality level they had been able to reach to be about 80%. Given the premium positioning of their brand, they needed the glorifier to reach at least what they described as a 95% level. If not they felt it would do more harm than add value to their brand positioning. Once they decided to invest in a redesign, they were able to improve the quality. 

Monkey shoulder bottle cage

5.   Increased Sales

Brand visibility, consumer engagement, brand consistency and quality construction. Managed in the right way, these will lead to increased sales. Custom glorifiers trigger impulse purchases at the point of sale. Be it in bars, night clubs, event venues or supermarkets. 

It is important to review the impact of the custom bottle glorifiers you are using. Do more consumers try out your product? Has the revenue gone up? Compared to other products you have not placed on a glorifier? Any differences in channels? 

A good place to explore custom glorifiers, are retail stores at airports. You will find a range of beverage brands that use custom glorifiers. It is not uncommon for other type of brands to use glorifiers, too, e.g. parfum or cosmetics. 

Customisation Need 

When it comes to custom glorifiers, what options for customisation exist? There are so many options here: 

materials: wood, metal, plastics, glass, leather, marble, stone, granite, cardboard, forex, MDF…

colors: green, red, golden, white, black…

shape: square, rectangular, oval, round….

design style: traditional, contemporary, minimal, futuristic, natural…

electronics: motion sensors, lighting, sounds, laser beam…

Role of design in the process

The number of customisation options can be overwhelming. The best you can do is rely on a professional designer to help you out. Luckily we here at PES have our own in-house product design team. Not only that but product development and engineering team, too. They share an office with our head of production and our head of innovation. Their office is right next to our workshop.


Designer Collaboration

Our designers discuss initial drafts with their colleagues from engineering and production. Before moving forward and developing these more in detail. Some clients have their own designer. Or they collaborate with either a freelance designer or a designer who is part of an agency they work with. In this case our role is to support them with engineering advice and make the product they seek to source. 

Case Studies 


The challenge
Our task for the Hendrick’s Birdcage glorifier project had been to take an initial idea provided by the client and bring a vintage birdcage type of glorifier to life. 

The solution
Through several design iterations we came up with a model the client loved. A few mockups, prototypes and pre-production samples later we moved into the bulk production phase.
 

The present
The Hendrick’s Birdcage glorifier has become a staple of Hendrick’s Point of Sale material range. It can be found in outlets in 70+ markets. As part of the Global Order Window, it is continued to be ordered regularly which is of course the best testament to the success of this project.  

Impact and ROI 

As with other marketing investments, when you use a custom bottle glorifier, you will want to track its impact. There is the brand marketing and then there is the direct marketing effect. The brand marketing part, e.g. brand awareness, brand recognition and brand trust, is mostly unmeasurable. You hope for the best, that the custom bottle glorifier will help your brand develop. The direct marketing part needs to drive a specific action. In the online world this can refer to clicks or impressions. Custom glorifiers need to drive purchases. This is what you are after. 

You measure the increase in sales, over a specific period of time. Then you compare it with the amount of money you have invested. Into the design, the development, the production and the delivery of your glorifier. A Return of Investment calculation will be helpful to determine if the investment was worth it. You will want o compare the percentage with other marketing investment options. 

Consumer Psychology and Custom Glorifiers

There are different psychological aspects that custom glorifiers address.

Attention: Custom glorifiers are eye-catching. Designers achieve this via color, lighting, motion elements, unique shapes. A unique design will stand out because consumers are attracted towards novelty.  

The Balvenie whiskey glorifier

Emotions: Custom glorifiers convey a brand’s story, thus facilitating an emotional connection. Particularly with consumers who are already loyal fans. A positive emotional connection makes consumers more likely to buy the product. Beautiful designs foster positive emotions and a positive mood.    

Memory: When a consumer comes across a custom glorifier it helps reinforce the brand. If this is one of several touchpoints, across different channels, it will lead to easier brand recall. The more unique the glorifier, the more memorable it will be. The glorifier needs to glorify the product, not compete with it and take over the show.  

Social proof: Quality glorifiers create the impression that the product is popular. This takes advantage of the social proof principle. This principle leads consumers to believe that a popular item must be of a higher quality. 

An image consisting of two separate images. The one on the left shows a wooden display that might have showed up in 17th century type of pharmacy. With vessels and tools commonly used in such a store. On the right there is a render visualisation of a custom bottle glorifier made from wood and metal. Its shape is similar to the wooden display on the left. Within this glorifier there are a Monkey 47 gin bottle and below it three small, black glass vessels.
From original inspiration to product design. For a custom bottle glorifier for Monkey 47, a craft gin brand owned by Pernod Ricard.

Decision making: By making a product stand out a custom glorifier helps consumers make easier decisions. The visual cues particularly help the yet undecided consumers. They are able to identify a product as a go to option.  

Custom bottle glorifiers use principles of consumer psychology to gain attention, build emotional connections, simplify decision-making, and improve the consumer experience. By utilising these psychological factors, glorifiers impact purchasing behavior. 

Future Directions

Two things will influence custom glorifiers more than anything else: sustainability and technology. 

More glorifiers will be made from recycled and biodegradable materials. Energy-efficient lighting options will be further developed. The number of promotional messages a consumer experiences, will keep on rising. As a result of this, a lot of brands will adopt a minimalist approach to the design of bottle glorifiers. Glorifiers that will convey the message of more is less.  

We will see more screens, augmented reality and the collection of consumer data. Brands will manage analytics in real time. Brands will change displayed content and colors in real time. . Trade marketers will be able to adapt custom glorifiers to individual campaigns. 

Ivica Baraba

"In PES I get to work on many custom Point of Sales material projects. I’ve been doing this since 2004. It intrigues me to delve into brand worlds and determine what branded merchandise can help a client achieve their business goals. It is an exceptionally creative and dynamic industry to be a part of.” 

Looking for custom bottle glorifiers for your brand? Take a look at our work or contact us to explore a potential cooperation.

P.E.S.-ZAGREB d.o.o.

Prekratova 64
10020 Zagreb, Croatia
VAT No.: HR83374921129

phone: +385 1 655 39 52
info@craftedbypes.com