O-I and Rocker Spirits launch bottle that “rocks”

O-I and Rocker Spirits launch bottle that “rocks”

July 23, 2017
O-I's bottle design for Rocker Spirits

Glass is the ideal material for creating iconic packaging design. The new Rocker Spirits bottle is inspired by a 1930's vintage oil can and literally 'rocks'.

Glass makes the best brands stand out. This is especially important for premium spirits. They require high-quality packaging which perfectly reflects the brand in shape and colour. Special details add an important value to the product. 

Driven by a unique brand vision, Rocker Spirits, a micro-distillery based in Littleton, Colorado, decided to work with O-I to create a bottle that “rocks”, both literally and figuratively. The goal was for the Rocker brand to transport the consumer back to a simpler time when we made things with our hands and had pride in workmanship and craftsmanship. Glass was the best material for this product.

The design was based on a 1930's vintage oil can, with a tilt feature for ease of pouring.

Douglas Laib, O-I North America, innovation and product design group leader said:

“Rocker Spirits charged us to create an iconic bottle. How do you take the oil can? Keep the look, the feel, the attitude and transform it into glass”

Dustin Evans, co-founder of rocker spirits, was impressed of the can do attitude of O-I and trusted the world’s largest producer of glass containers. The teams created a special design that conveys Rocker’s distinctive identity at first glance.

Pat Johnson, co-founder of Rocker Spirits said:

“The first time we were able to see the samples, feel it, touch it – that was an incredible day”

Made of super-premium flint, the bottle conveys high quality while capturing the brand’s retro vintage industrial personality. The bottle has a rounded shape flattened on two sides, a distinctive off-center neck and finish, and as a counterbalanced weighted base a reinforced bottom with a bulge allows the bottle to be rocked forward and back for pouring. It is the off-center neck and finish that adds complexity to the design and manufacturing process. This requires expert technical craftsmanship to produce.

Dustin Evans was happy with the result. He said:

“It’s a little surreal, it’s an idea come true.”

Steffi Lenz, innovation project manager at O-I said:

“Rocker Spirits is a very good example of how we implement our experience in glass design to develop a bottle which perfectly matches the brand. It started with the customer’s idea of a story the bottle was supposed to tell.

"It is always important for us that our solutions are designed to provide added value – both for consumers and for brands that want to stand out within the competitive market.”



  • Owens-Illinois, Inc. (NYSE: OI) is the world's largest glass container manufacturer. They employ more than 27,000 people at 80 plants in 23 countries. With global headquarters in Perrysburg, Ohio, O-I delivers safe, sustainable, pure, iconic, brand-building glass packaging to a growing global marketplace. For more information, visit www.o-i.com.

  • You find further information and a video illustrating the developing process here: hwww.o-i.com/Newsroom/O-I-customer-launches-custom-bottle-that,-literally,-rocks/