How Marketing and packaging efforts can create long-lasting success in the bourbon industry
Brand recognition and loyalty. It’s what every product desires. Manufacturers and marketers do everything they can to generate “top-of-mind” awareness for their products and repeat purchases from loyal customers. Whether it’s technology, beer preferences, or choice of shoes or clothing, people have their favorites. And once made, it’s hard to break through.
So, how do you create brand recognition and brand loyalty in the first place? Let’s examine the bourbon industry. While top brands like Jameson, Crown Royal, and Jack Daniels might capture over 46% of the market , according to Union, that still leaves a huge opportunity for smaller, private-label bourbon and whiskey distilleries to claim their share of the pie.
At Ashtonne Packaging and ashtonnebourbonpackaging.com, our expertise is in marketing and packaging, and that’s where we believe brand awareness and loyalty begin. So let’s go there. Here’s how marketing and packaging influence brand loyalty in bourbon:
Heritage and Storytelling 
Bourbon brands that successfully communicate their heritage, craftsmanship, and authenticity create a strong emotional connection with consumers. Storytelling plays a vital role in this—highlighting the brand’s history, unique processes, or regional roots can captivate customers.
Brands like Maker’s Mark and Buffalo Trace heavily invest in sharing their origin stories, creating a sense of authenticity that draws customers back. Marketing campaigns that emphasize tradition, craftsmanship, and legacy help position the brand as more than just a product—it becomes part of the consumer’s identity.
Marketing tip: Include your story on the label and the packaging. Your logo should attempt to share history as well. Don’t get wordy, break it down in simple, easily understood phrasing. But be clear that there is a story to tell here.
Packaging 
Bourbon packaging is a critical touchpoint in creating brand loyalty. Eye-catching designs, premium materials, and distinctive bottles help brands stand out on crowded shelves. A well-designed package can convey a brand’s story, quality, and value at a glance, influencing purchasing decisions and fostering brand recognition.
Iconic bottles like the wax-dipped Maker’s Mark or the square Old Forester instantly evoke brand recognition and are key to building customer loyalty. Branded merchandising packs or collections can also elevate a brand’s image, making the product feel more personal or collectible.
Marketing Tip: Package your bourbon offerings into some kind of gift set. Get creative, and package up what you feel your unique customers will appreciate. A bottle and a glass, a bottle and a hat, etc.
Creating Exclusivity and Scarcity through Limited Releases
Similar to the gift pack idea raised above, marketing rare or limited-edition bourbons or bourbon gift packs can cultivate a sense of exclusivity and scarcity, driving demand and loyalty. Whether through special barrel releases, collector’s editions, or seasonal offerings, brands can attract enthusiasts who seek out unique and limited products.
Marketing tip: Promote these limited editions or collections online or in your gift shops as the perfect gift for someone who has everything but wants something different.
Visual Identity and Brand Recognition
A consistent and memorable visual identity is crucial in building brand recognition and loyalty. Everything from the logo to the color scheme on labels contributes to how consumers recognize and remember a bourbon brand. Well-executed branding helps the product stand out, both on shelves and in advertising.
Even though you may invest in gift packages and collections, keep the products and the branding consistent. Companies that invest in strong, consistent visuals—such as the classic red wax seal of Maker’s Mark or the simple elegance of Blanton’s single barrel bottle—create instant recognition, making it easier for customers to find and stay loyal to their favorite brands.
Marketing Tip: Be careful not to dilute the power of your brand when creating branded merchandise. If your brand is “quality,” then your packaging and marketing materials must be as well. Brand loyalty can be diminished if the packaging or promotions company you work with takes shortcuts to cut costs. Never put your logo on materials that don’t match the quality of your brand.
Packaging and Premium Pricing as Value Propositions
Premium packaging often justifies higher price points, giving the customer a sense of value and exclusivity. Bourbon brands like Knob Creek or Elijah Craig use upscale packaging to position their products as premium choices, which, combined with their marketing, attracts consumers looking for high-end, quality products.
For many consumers, packaging serves as the first impression of the brand’s value. Bottles that feel luxurious, labels with intricate designs, or distinctive bottle shapes can make customers feel like they are buying something special, reinforcing their decision to stick with the brand.
Marketing Tip: If you’ve invested in the right bottle and branding, be sure additional packaging is up to snuff. Does the bottle come in a box, does it sit on a shelf and need to stand out in some way? Take some time to ensure your customer’s touch point is on target.
Bourbon, like any other product manufactured in the United States today, is a competitive market. With so many choices, customers can come and go, and so can your profits. Investing in packaging that creates brand awareness and cements brand loyalty can be a key way to separate yourself from the rest. Loyal customers are the best customers, and your packaging efforts can be a difference-maker.
From a new idea to the next expansion, Ashtonne Packaging has been helping both large and small businesses launch new products and expand product lines with product packaging and display strategy, design, and development for over 15 years.
For more information and a friendly conversation about what you might need to improve your product packaging and display, especially in the Distiller's Industry, call Ashtonne Packaging at 877-832-7720 or contact us here, and let’s set a time to talk. We look forward to it.
