Product packaging can play an important role in building and establishing a brand’s identity. In the adult beverage world, a stroll through your neighborhood liquor store will tell you that a unique bottle can be important factor in setting a product apart from its competition on the shelf. Take a look at these four examples:

Even with the labels covered, chances are you had no trouble identifying these iconic liquor brands by their packaging alone. (A-Jack Daniels, B-Crown Royal, C-Absolut, D-Maker’s Mark)

That’s why it was somewhat surprising to read the recent announcement that beverage maker Scottish Spirits Imports Inc. is planning to sell its Scotch whisky in a can. You read that correctly – a can. According to their VP of operations, the goal of this unique packaging choice is to help pique consumers’ interest. Hmmmmm… rather than going into a big discussion about package design, let’s just revisit our fun guessing game from before. (I love pictures – and Photoshop.)

Take a look at these four cans:

Three contain beer. One contains 12 ounces of Scotchy goodness. Can you guess which one? (The correct answer is B.)

Now, I know that comparing lowly beer cans to “creatively different” liquor cans is not apples to apples < cough >< cough >. And I suppose that on a shelf full of bottles, a 12-ounce can might work to differentiate Scottish Spirits’ product in a sea of tall glass. In the grand scheme of beverage marketing, though, I don’t know that being the odd ball is a strong enough positioning strategy to make consumers get beyond the novelty.