The Business of Selling Booze

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According to an article in The New York Times, spirit companies are beginning to accentuate the names of their brand as well as the bottle their liquid comes in, in order to attract consumers.

Spirit brands such as Angel’s Envy, Puriste Vodka, Devotion, and Xellent have bottle designs that are more appealing to the eye, and also tell a story about the liquid inside.

“We wanted something that would have broad demographic appeal,” said Wesley Henderson, chief operating officer of the Louisville Distilling Company, which produces Angel’s Envy.

Devotion Vodka’s bottle has wings on the outside, and according to brand founder Drew Adelman, “the white angel wings represent my daughter, wrapped around my clear heart as her heart beats within.” Devotion is also infused with a derivative of the milk protein casein, which is sometimes used as a supplement by body builders. Devotion has Mike Sorrentino, also known as The Situation on MTV’s Jersey Shore as its spokesman.

Xellent boasts that it is made with water from the Titlis glacier in the Swiss Alps. Puriste Vodka uses water from the Australian Alps. Crystal Head vodka has a bottle that looks like a skull. Rob Magill of Whiskey Tavern in Chinatown said a friend of his in the bar business stocks it at his bar. “It does pretty well during the Halloween season. You put a light behind it. It’s something to talk about.”