Featured in today's Shelf Life: Wax Seal Trend.
If you're not already aware, Maker's Mark's iconic red wax seal has a great story behind it. Margie Samuels, an artist, entrepreneur, and wife of Maker's Mark's founder Bill Samuels, created the bourbon's distinctive #packaging, including the iconic red #waxseal. She pioneered the hand-dipping process, experimenting until the desired visual effect was achieved. Margie's choice of red wax set Maker's Mark apart, establishing it as a symbol of craftsmanship and attention to detail in the bourbon industry since its introduction in 1958.
The packaging conveys a sense of artistry and #craftsmanship, and now I'm seeing more and more new brands outside the spirits space implement the wax seal into their packaging.
COOP'S MicroCreamery, a vegan hot fudge sauce, is one of the brands that's recently caught my eye with a stunning, chocolate-inspired wax seal. It's been garnering a lot of attention on the #CPG side of the internet, and it's because it's rare to find a deliciously tactile element on really any packaging.
Another brand that integrates the wax seal is Hot Drops, a premium hot sauce brand specializing in lacto-fermented hot sauces. "We drew inspiration from brands like Maker's Mark by adding the dripping wax seal," shares Andrew Whiting, Founder of Hot Drops. The bottle showcases a wax seal the same color as each sauce's label.
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