Crystal Head Vodka and Kah Tequila: Skeleton Marketing

We are told growing up that we should bit judge a book by its cover. We cannot be superficial. But we are! With both people and liquor.

In 2008, actor Dan Aykroyd introduced Crystal Head Vodka, showcasing the importance of bottle design. The vodka itself, which is distilled four times and filtered three times through Herkimer diamond, carries a super-premium price tag.

Consumers are willing to pay big bucks (retailing for $50) for the Crystal Head because of the awesome design: the taste of the vodka is unimportant (Crystal Head is Canadian vodka, a country with very little spirit prestige).

The latest addition to the skull bottle design is Kah Tequila, featuring hand painted skeletons. These heads are hitting the market around The Day Of The Dead, a popular Mexican holiday that has consumers buying gifts for their deceased friends and relatives. Skull décor is commonly associated with The Day of the Dead.

Kah is available in blaco, reposado, anejo, and extra anejo, retailing from $50 to $200 dollars. Each varietal has a different bottle design encouraging consumers to buy the whole collection. Because each bottle is hand painted, every individual bottle of the same varietal has different nuances (adding a feel of customization). Surprisingly, the reposado is 110 proof (55% abv): tequila is traditionally 80 proof (40% abv).

The product will be marketed differently in the USA than in Mexico. In America, skeletons are a fashion symbol: in clothing brands such as Affliction. Skeletons are a popular market trend, and Kah is wise to seize on this market opportunity.

The tequila itself: I am skeptical of its quality. Although a review from TasteTequila.Com was very positive (and informational if you want more details).