Alexis Chaudeur – Sales Director Business Unit Spirits at Stoelzle Glass Group, a company that manufactures bespoke glass bottles for prestige spirits, talks to Rumporter about his customers’ expectations in terms of design, engraving, durability and sustainable development.
You offer embossing and debossing services. What are these services?
As a co-leader in the premium and prestige spirits market, Stoelzle has developed a deep understanding of how visual elements like embossing and debossing can elevate a bottle from functional packaging to an integral part of a brand’s identity. These techniques involve designing the surface of the glass—either raised (embossing) or recessed (debossing)—to create signature elements such as brand names, logos, or storytelling designs.
In addition to standard surface treatments, we are also specialized in advanced textures such as hammering, knurling, or even background engraving—subtle detailing that gives each bottle a unique visual and tactile signature. This capability is especially powerful for rum brands looking to express heritage, craftsmanship, and bold identity in an increasingly competitive market.
How does working on the texture make the bottle more desirable to customers?
Texture transforms a bottle into an experience. From the moment a customer picks up a bottle, their fingers can sense craftsmanship, quality, and authenticity. Engravings—whether subtle or bold—create a story that the consumer can see and feel, helping to build a connection with the brand.
At Stoelzle, we don’t just add texture for visual effect; we help our clients translate their story into glass. Whether it’s the rugged grip of a pirate-inspired rum bottle or the refined elegance of a luxury blend, textured glass becomes part of the sensory experience—complemented by our expert decoration services that bring colour, shine, and even metallic effects to the final product.
What techniques do you use for debossing and embossing?
To achieve precision in embossing and debossing, we work with specialized molds that are carefully engineered to contain negative space for the design elements. When molten glass is blown into the mold, it fills these areas perfectly forming the raised or recessed features.
The entire process is a combination of craftsmanship, technology, and engineering—ensuring every bottle matches the original design intent, even in high volumes. This makes Stoelzle a trusted partner for brands seeking design consistency and production excellence.
“Rum bottles often stand out for their bold, expressive shapes and design freedom.”
Spirits bottles vary widely between brands. How do you help your clients choose the right design?
While we often collaborate with design agencies who provide detailed briefs, Stoelzle also offers an in-house design and innovation service based at our UK manufacturing site. This service is particularly valuable to smaller brands or distilleries looking for end-to-end support—from concept sketching and 3D prototyping to final decoration and closure sourcing.
For rum brands in particular, where character and differentiation are key, we help develop designs that not only reflect the essence of the liquid inside but also meet technical and branding needs—be it for shelf presence, export requirements, or sustainability goals.
Isn’t it important to be able to see the liquid inside?
Yes, for many rum brands, showcasing the natural colour of the spirit is an important part of the appeal. At Stoelzle, we offer both fully transparent glass and coloured glass using a method called feeder coloration, which colors the glass just before the forming process and without compromising quality. This technic allows us to explore a wide range of desire color (excluding red),.
As an alternative, we offer high-quality lacquering—both translucent and opaque—applied post-production. This allows for stunning visual effects while also offering protection from UV light if needed. Whether clients want to reveal the spirit or tell a color story through the packaging, we provide multiple solutions.
Do your customers prefer bottles made of recycled glass, or at least lighter ones?
Sustainability is a growing priority for our customers. Many are asking for light-weight bottles to reduce their carbon footprint, and Stoelzle is at the forefront of lightweighting premium glass without sacrificing strength or design impact.
We also use recycled glass where possible. However, sourcing high-quality flint cullet (recycled clear glass) remains a challenge, especially for premium-grade applications. We are actively investing in research and innovation to increase the use of recycled materials while maintaining our high standards for clarity and aesthetics.
What are the special features of rum bottles?
Rum bottles often stand out for their bold, expressive shapes and design freedom. One unique feature is the wide-mouth finish, which allows for the addition of fruits, spices, or decorative elements inside the bottle—especially in the spiced or artisanal rum segments.
At Stoelzle, we are equipped to create custom neck finishes and closures to accommodate these features, while ensuring seal integrity and filling line compatibility. This flexibility is key for brands looking to deliver a multi-sensory product that’s both functional and eye-catching.
Who are your main customers for rum and other spirits?
We work with many of the leading names in the global spirits industry, across categories such as rum, whisky, gin, and liqueurs. Our clients range from internationally recognized heritage brands to fast-growing craft distilleries. What unites them is a focus on quality, design, and innovation—values we share and actively support through tailored glass solutions.
How do you work with stoppers or corks?
We offer a complete service that includes closures, working closely with trusted partners and our own closure division. Whether it’s a traditional natural cork, a synthetic stopper, or a custom wood-and-cork composite, we provide solutions that perfectly match the bottle design—both aesthetically and technically.
Having everything under one roof—from bottle designed to closure coordination—makes it easier for clients to streamline their packaging process and ensures flawless fit and finish across the product.