After launching a machete-shaped tequila bottle earlier this year, Grupo Industrial Muyaad again is taking aim at a weapon-themed package with a new release in the U.S. This 1-L bottle of 100-percent agave tequila is shaped like an AK-47 rifle, made of thick blown glass, with a wood/plastic stopper to close the pack and a shrink sleeve that provides tamper evidence. Product information is supplied on two self-adhesive paper labels, which are printed flexo.
Despite the potential for controversy arising from concerns about packages that bring to mind gun and knife crime, these packs will nonetheless stand out on the shelf, which is important in this market. Indeed, nearly a quarter
(23 percent) of British consumers indicate that new packaging or gimmicks would make them try a drink product (alcoholic or non-alcoholic). That figure rises to rising to 41 percent when looking at young adults aged 18-24 (Mintel report Food and Drink Packaging Trends; U.K., January 2011).