What role does package decoration play when trying to make an impression in just seconds? Does the packaging grab attention and create differentiation? Does it deliver an offer and incite trial? Or, does it keep loyal customers loyal in the face of constant competition?

Walk down any aisle in the liquor department at the grocer or a dedicated liquor store and it pretty clear that wine and spirits are among the most competitive categories in consumer markets. Every inch of shelf space is used. Brands stand shoulder-to-shoulder and compete for attention.