News Article

On Spirits Trends: The Art Deco Effect

Picture this: you have walked into a swanky, darkly lit luxury hotel bar for a post-work aperitif. You sit at the bar, order up a drink with a sophisticated bartender in a pinstripe vest and tie. While you wait for your happy concoction, you notice that many of the top shelf bottles behind the bartender remind you of the 1920’s. More precisely, the Art Deco era, paired perfectly with the smooth vibes of the jazz playing in the background.

Date Published

27 / 09 / 2022

What is it about the 1920s and 30s that continues to have such an everlasting impact on the spirits industry? Often, Art Deco is synonymous with architecture or furniture—we think of icons such as the Chrysler Building in New York City or the genius of Le Corbusier. While furniture and jewelry have become collector’s items across the globe, the style of Art Deco permeates as an evergreen trend in premium spirits bottle design.

To understand the style of this era, think of a return to classical precision: symmetry, classical and stylized orders, freestone (sans picturesque effects). The shapes associated are often of a 3D parallelogram form, with sharp corners, or rounded, with canted sides. Also noticeable are the circle and the octagon shapes.

It is impossible not to notice the aesthetic effects in many spirits bottles, particularly craft spirits. Whether it be a 1920s apothecary-inspired bottle, to a more direct homage to Art Deco, even the colors of the era prevail. You will find dark green hues common in paintings and jewelry of the period, replicated through spirits glass bottles, possibly even with the use of recycled glass.

At Stoelzle Flaconnage, the UK site of Stoelzle Glass Group, expert designers recently worked with Forged Spirits to create a one of a kind bottle that is a tribute to this golden era. The UK-based premium spirits distillery unveiled the bottle design – moving from a standard to a bespoke vessel – beginning with its latest Forged Gin range. The bottle is manufactured at Stoelzle Flaconnage and takes its cues from the 1920s Art Deco movement, as well as the industrial heritage of Wakefield, the British town where the spirits are distilled. The Stoelzle design department came up with the bottle’s distinctive shoulder detailing: the defined edges on the shoulders were formed using small radii on the internal surfaces of the molds. The sides are embossed with Forged in Wakefield, a tribute to the gin’s former name.

“We have always sought to capture the luxury and opulence of the Art Deco period in everything we do, so the design of our bottle naturally followed suit,” said Gary Ford, the Founder of Forged Spirits.

The trend is prevalent with many of Stoelzle’s customers, including the intriguing One Gin Butterfly Bottle by UK-based One Brand. The gin-maker chose a bespoke glass to enforce the brand ethos, up their premium credentials and improve stand out in the gin market.

Research into competitors, space and vintage non-sector glassware ensued culminating in multiple concepts spanning shape, size, proportion and color. The result was a tall, elegant profile with deco detailing complimenting the original label. Delicate butterfly wings offset the strong shoulders with tactile facets holding a variety of glass impressions enveloping the tapering, non-uniform hexagonal structure.

“Both of these customers expressed their liking for the Art Deco period of design after we presented our initial mood boards,” said Design Manager at Stoelzle Glass Group Rob Sherwood.

“We felt that the bold, structural style of Art Deco was one which was primarily nostalgic, but the clean and simple geometric shapes offer a streamlined look which people love to see. Whether it’s in the spirit they choose to drink or in their choice of contemporary interior design,” Mr. Sherwood adds.

Still, spirits brands always strive to stand out. This current design nod to a nostalgic era may have its lasting effect, but what is the next iteration of the Art Deco movement in the spirits industry? The Stoelzle Design Team certainly continues to explore this and other trends.

“We are now actually seeing Art Deco Glamour, which is a modern take on the style, incorporating a more heightened level of the aesthetic. This can be seen in the design of the labels which are being used, particularly in that of the One Gin. Perhaps this will lead to an increased longevity for the trend,” Mr. Sherwood concludes.

While the longevity of the Art Deco effect remains to be seen in the spirits realm, the beauty and distinctness has already proven its long-standing impression on the industry.

Next time you cozy up for a cocktail at your favorite bar, vibing to the smooth jazz beats and imbibing, be sure to appreciate the artistic bottles lining the bar counter. It just may add a little something to the ambiance.

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