Packaging

When it comes to diluting a spirit before packaging, deliberate slowness has a strong following among distillers. Yet there’s a lack of hard evidence to back up the approach—or to dismiss it.

Each failure to impress is a missed chance to get someone to try your spirit—yet packaging is expensive, especially on a smaller scale. Here’s how some craft distilleries are elevating lower-cost bottles for brands that shine on the shelves.