Death’s Door unveils ‘bartender-friendly’ bottle

Wisconsin-based Death’s Door Spirits has introduced a new custom bottle for its gin, said to offer “smart, ergonomic improvements” for bartenders.

Death’s Door Gin has unveiled a new ‘bartender-friendly’ bottle

The result of a “multi-year mission” to improve its form, the new bottle is lighter with a shape based on better grab points and greater balance, according to the spirits maker.

Its new 1-litre format has been cut from just over 2kgs to 1.5kg. As a result, the product has a better axial balance and ergonomic shape, with a flat front and back, longer next and a grab ring for easier pouring.

The glass is sourced from Pennsylvania-based Anchor Hocking, which manufactures entirely in the US. By using a producer based in the market, Death’s Door estimates it has cut its carbon emissions by two tonnes per shipment, and has reduced lead times from four-to-six months to a few days.

Founder and president Brian Ellison watched and interviewed bartenders during the development period in order to ensure the new design was bartender-friendly and to reduce the risk of chronic fatigue.

“At Death’s Door, we constantly review and evaluate all aspects of our process and product, because we’re driven by a passion to be the very best in everything we do, down to the last detail,” said Ellison.

“We had the desire to move to a custom bottle with a design we could own, and made in the USA to reduce lead times. We looked to improve its features yet maintain key characteristics of our packaging.“

Marcia Polas, a New York-based occupational Pilates teacher and movement consultant, added: “Bartending is an exceptionally physically rigorous career. The repetitive nature of the job on top of the sheer physical strength required each shift can wreak havoc on a bartender’s body. Most have about a 10-year shelf life on their shoulder joints. It’s encouraging to see Death’s Door directly addressing this issue.”

Death’s Door Gin is now available in its new bottle design and format in three sizes: 750ml, 1-litre and 700ml for European markets.

Death’s Door was founded in 2005 as an economic development project focusing on the growing and harvesting of organic hard red winter wheat. Today the spirits maker produces 250,000 cases of finished product each year from its “craft” distillery in Wisconsin.

Marussia Beverages imports and distributes Death’s Door Gin in the UK.