What Is a Bottle Necker or Bottle Neck Tag?
A bottle-necker or bottle neck tag is a cone-shaped cardboard or plastic tag placed around the neck of a spirits bottle. Typically, these tags are used for promotional purposes, such as highlighting awards, special offers, or product information. Bottle neckers serve as a point-of-purchase marketing tool designed to catch the consumer’s eye and provide additional details about the product. They often feature vibrant designs and concise messaging, aiming to influence purchasing decisions at the last moment.
Yes, bottle neck tags can increase sales, but their effectiveness depends on several factors. Research shows that bottle neck tags can boost sales and improve product visibility when used correctly.
The Role of Bottle Neck Tags in Point-of-Purchase Marketing
Bottle neck tags, commonly known as bottle-neckers, are a popular point-of-purchase (POP) marketing tool. Their purpose is to catch the consumer’s attention at the moment of purchase. POP marketing strategies, like bottle neckers, aim to influence the buyer’s decision while they shop. Studies have found that up to 70% of purchase decisions happen in-store, reinforcing the importance of POP marketing. Bottle neckers add a layer of differentiation between brands, especially in crowded spirits categories.
These tags often highlight important features such as product awards, promotional offers, or tasting notes. This information can sway undecided shoppers toward a particular brand. However, not all bottle neck tags are equally effective. Poor design or unclear messaging can confuse or even deter consumers. But a well-crafted necker with focused messaging can increase brand appeal and drive purchases.
RELATED ARTICLE
How Bottle Neck Tags Impact Sales and Sales Velocity
Bottle neck tags have been shown to increase sales, especially when combined with a promotion or limited-time offer. Research from the Path to Purchase Institute reported a 3-5% increase in sales using bottle neckers. Tags that include discounts, gift-with-purchase offers, or recipe ideas tend to perform better.
Some brands have seen sales increase by up to 10% when using bottle neck tags strategically. Sales velocity can also improve as bottle neckers create urgency and incentivize impulse buys. For instance, neck tags promoting an award or exclusive offer encourage consumers to choose a brand they might not otherwise consider.
Building Brand Value: Short-Term Gains vs. Long-Term Impact
Bottle neck tags can provide short-term sales gains. They can inform consumers about promotions or unique product features. However, the long-term impact on brand loyalty is less clear. Bottle neckers can help build brand value by sharing meaningful product details, such as organic certification or sustainability efforts. These messages may appeal to conscientious consumers who seek more information about their purchases.
Still, the effectiveness of neckers in building lasting brand loyalty depends on the consumer experience. In some cases, the use of neckers, especially on premium products, may reduce the product’s perceived value. Consumers may view promotional tags as diminishing the luxury of a high-end brand. However, for mid-tier or value spirits, bottle neckers can provide critical information that consumers use to make purchase decisions.
The Retailer’s Perspective: Help or Hindrance?
Retailers have mixed opinions about bottle neck tags. Some acknowledge that neckers can help increase sales, benefiting both the store and the producer. When the necker offers a clear value proposition, such as a discount or promotion, retailers can experience faster inventory turnover.
However, many retailers find bottle neck tags to be a nuisance. They frequently dislodge and clutter the store, creating additional work for employees. Retailers often view bottle neckers as benefiting the producer more than the store itself. Producers gain from increased visibility, while the retailer is left managing the tags’ upkeep. Additionally, neckers can negatively impact the store’s aesthetic, particularly in high-end retail environments where clean and orderly shelves are preferred.
Consumer Attitudes Toward Bottle Neck Tags
Consumers’ reactions to bottle neck tags also vary. Some shoppers appreciate the extra information, especially when the necker offers recipes, promotions, or product details. For example, consumers may find recipe suggestions or tasting notes helpful when deciding between brands. However, not all consumers find value in bottle neck tags.
Many shoppers discard the tags without reading them, viewing them as unnecessary packaging. If the tag is difficult to remove or too large, it can frustrate the consumer, leading to a poor purchasing experience. Research suggests that bottle neck tags are most effective when the messaging is clear and concise. Overloading the tag with too much information can lead to disinterest, while an eye-catching, simple design may spark curiosity.
Top 5 Messages Marketers Should Consider for Bottle Neck Tags
- Limited-Time Offer
- Why: This creates urgency, prompting consumers to make an immediate decision. It taps into the fear of missing out (FOMO), driving impulse buys, which can increase sales velocity.
- Award-Winning Spirit
- Why: Highlighting awards or recognition adds credibility and prestige to the brand. It reassures consumers that the product is of high quality and well-regarded in the industry.
- Exclusive Recipe Inside
- Why: Providing a cocktail recipe offers added value, enhancing the customer experience. It encourages consumers to use the product in new ways, increasing the likelihood of repeat purchases.
- Organic/Gluten-Free/Non-GMO Certified
- Why: Health-conscious consumers look for specific product certifications. Highlighting organic or gluten-free status appeals to a growing market segment focused on healthier, sustainable choices.
- Discount or Coupon Offer
- Why: Offering an immediate discount can directly influence purchasing decisions. This type of promotion rewards customers for choosing your brand, potentially leading to increased loyalty.
Each of these messages can enhance the perceived value of the product, improve consumer engagement, and ultimately drive sales.
BOTTLE NECK TAG RESOURCE GUIDE
Here are the top five industry vendors for bottle neck tags, providing high-quality customization and printing services:
- MRL Promotions
MRL Promotions specializes in creative point-of-sale solutions, offering custom bottle neckers that are effective at increasing product visibility and sales. They provide eco-friendly options and work with a variety of bottle shapes and sizes.
Visit MRL Promotions - First in Print
Known for their wide range of bottle neck tags, First in Print offers customizable options for spirits, wines, and other beverages. They focus on ROI-driven marketing and easy implementation for retailers.
Visit First in Print - Kwick Packaging
Kwick Packaging provides high-quality, custom bottle neckers with quick turnaround times and flexible design options. Their services cater to diverse needs, from spirits to specialty food bottles.
Visit Kwick Packaging - Blue Label Packaging
Blue Label Packaging offers premium custom wine and spirits bottle neckers, with a focus on high-quality materials, fast production, and no minimum order requirements. They cater to boutique and high-volume producers alike.
Visit Blue Label Packaging - The Premier Packaging
The Premier Packaging provides elegant and durable bottle neckers designed for branding and sustainability. Their bottle neckers are crafted from eco-friendly materials, making them a great option for environmentally conscious brands.
Visit The Premier Packaging
These vendors offer a range of customizable options to help enhance your product’s appeal and drive sales.
Does the Practice Benefit Producers More than Retailers?
It’s clear that bottle neck tags benefit producers more than retailers. The tags are primarily designed to increase brand visibility and sales velocity for producers. While retailers might benefit from faster product turnover, the added responsibilities of managing neckers often fall on them.
Retailers must ensure the tags remain attached and presentable. This task can be time-consuming, and when neckers clutter the shelves, it detracts from the store’s organization. In many cases, the benefits of neckers for the retailer do not outweigh the added effort involved in maintaining them. The promotional aspect of bottle neckers serves the producer’s interest more directly by drawing attention to their product in a competitive market.
Conclusion: Are Bottle Neck Tags Worth the Investment?
Bottle neck tags can increase sales, especially when they effectively communicate a promotion or unique product attribute. However, their impact largely benefits the producer by increasing product visibility and encouraging impulse purchases. For retailers, neckers offer only marginal benefits, and managing them can be a hassle.
In conclusion, bottle neckers work best when they are thoughtfully designed and strategically used. Clear messaging, attractive design, and proper placement can enhance the consumer experience and drive sales. Still, retailers and producers should consider the balance of effort and reward before using this marketing tool extensively.