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Lean In for Prelibato

posted on Thu Dec 16, 2010, By Lynn Dornblaser


At Mintel, when we talk about identifying new package ideas, we often say that one of the best ways to come up with a new product package is simply to “steal with pride,” or “copy and improve.” We don’t recommend breaking any laws or violating any ethics, but rather to look at a wide range of products and categories when thinking about a new product package.


That’s exactly what we see here with this balsamic vinegar from Italy. Acetaia Malpighi Prelibato White Balsamic Vinegar comes in a package that clearly has its heritage in both alcoholic elixirs and in fine fragrances. Condiment bottles of all types stand up straight, and they have a closure in the center of the top. This one has neither.


Instead, the bottle is designed so that it leans a bit. It’s not enough to impact significantly how the product may be shelved, but it’s just enough “off” so that you can’t help but notice. And the closure, instead of being centered on the top of the package, is offset. But, unlike the rest of the bottle, the closure does not “lean,” but rather is quite vertical.


The package borrows more than just its unique shape from other categories—it also borrows its positioning. Like an expensive bottle of vodka or the latest fine fragrance, this vinegar uses its unique package to help reinforce the hefty price tag. This vinegar, in a relatively small bottle, sells for the equivalent of about $25. What goes along with the steep price tag is a strong story about how the product is aged for five years in ash barrels, which helps ensure its light color and well-balanced flavor, the company says.


With the growing trend of cooking elegant meals at home and experimenting with new ingredients (sometimes luxury ingredients), this product helps consumers elevate their cooking experience with distinguished taste and a status symbol—thanks to a unique package with an undeniable “Wow!” factor.
Lynn Dornblaser is the director of the Custom Solutions Group at Mintel International. She can be reached at 312-932-0400 or lynnd [at] mintel.com.