The Story is in the Design

Design and storytelling are revolutionising spirits packaging, turning bottles into marketing powerhouses and objects of desire, even as sustainability plays a key role

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The history of spirits packaging spans over a century. In 1895, Jack Daniel’s Tennessee Whiskey introduced its signature square bottle with an embossed label—a design both functional and distinctive. Before this, alcohol was typically sold in plain, utilitarian round bottles with minimal branding.

Jack Daniel’s founder, Jasper Newton “Jack” Daniel, was a marketing pioneer who recognised the power of branding and visual identity in a crowded whiskey market. He commissioned a Tennessee glassmaker to craft a custom square mould. Whiskey historians note that the design aligned with the brand’s ‘square shooter’ ethos—honest, straightforward, and reliable—transforming the angular bottle into a storytelling device that stood out on saloon shelves.

Yet, packaging evolution began much earlier. Amphoras and clay jars of ancient Greece and Rome gradually evolved into elegant glass bottles that told a tactile story. In the 1st century BCE, glassblowing revolutionised spirits packaging, enabling intricate designs and shapes. Stuart J. Fleming’s Roman Glass: Reflections on Cultural Change (1999) details how this innovation transformed Roman glass production and everyday use, including vessels for liquids like wine—the precursors to modern spirits bottles.

In the 21st century, packaging is more than a container; it is a crucial tool of communication.

A design-led boom

India’s spirits market is experiencing explosive growth, projected-to reach $64 billion by 2028, with the premium and luxury segments leading the way. At the heart of this boom is the transformation of high-end spirits—single-malt whiskies, craft gins, and artisanal rums—into coveted collectibles. This shift is driven by presentation and packaging that blend artistry, storytelling, and exclusivity to captivate affluent urban consumers.