We ’re told not to evaluate a book by its cover charge , but it turns out hoi polloi very much judge a vodka by its feeding bottle . Marketing firm Affinnova recently ran a “ design audited account ” on 12 well - knownvodkabrands let in Absolut , Belvedere , Ciroc , Grey Goose , Ketel One , New Amsterdam , Pinnacle , Skyy ( modified - run feeding bottle ) , Smirnoff , Stolichnaya , Svedka and Tito ’s . The team found that bottle shape and label design really do make a conflict when it comes to customer appeal .
To conduct the study , Affinnova set up two-fold grocery aisle , one with nothing but brand names written on power card and the other with the actual bottles on the shelves . The upshot was interesting but not all that surprising for the relatively inert look category : When it fall to vodka , package outshines taste . According to the firm , several cogitation have shown that consumers become attached to a vodka brand based on marketing and advertising alone . And blind taste trial have demonstrate that even ego - proclaimed brand loyalist ca n’t pick their favorite vodka out of a lineup .
So , which vodkas stood out and which ones fell flat ? Svedka and Pinnacle ’s curvaceous , broad - shouldered , bright blue bottleful and striking white schoolbook garnered the most overall eye clock time . Absolut , on the other hand , with its clean nursing bottle and sheer blue text ( essentially the reverse of Svedka and Pinnacle ’s design ) , did not perform well . Those who learn the nursing bottle perceived it as less modern and sexy than the others . Interestingly , the control group who only saw the stain names on index cards responded positively to Absolut .
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Belvedere , conversely , did not get much positive attention based on the name alone . But when consumers saw the bottle , those opinions were much more gushy . The Belvedere nursing bottle got the high marks for promotion . The brand ’s signature tune mansion logo may have something to do with that , as the study showed that consumers are consistently drawn to the shopping mall of alcoholic beverage bottles where bold nontextual matter have a hazard to steal attention . Plus , who does n’t want to drink vodka from a fancy sign of the zodiac ?
