I am starting a cognac brand. Shall I use a decanter or a bottle for my first product?

Decanter. It looks more vintage and classic.

What's the additional cost to you for using a decanter versus a bottle?

It's essential to weigh the cost implications of both options. Decanters will provide a more luxurious and premium feel, which can enhance the perceived value of your cognac and potentially justify a higher price point. However, they tend to be more expensive to produce and may require more intricate packaging and shipping considerations.

On the other hand, bottles are generally more cost-effective and easier to handle in terms of production and logistics.

It's difficult to give you a more precise answer without knowing more about your cognac brand and its positioning. Furthermore, you should look at the competitive landscape and see what the market is doing. Always zig when the competitive is zagging -- stand out from the crowd and turn whichever option you're going with into a strength.

It will depend where you want to position your brand. Luxury - go with decanter, otherwise use a bottle.

A new brand launch is always exciting! I have seen plenty that worked and at least as many that should have but didn't.

Are you suggesting shipping your cognac in a decanter? If so, you might want to consider the purpose of a decanter. Liquor products (wine in particular) have natural sediments that collect over time. Decanting prior to serving separates these sediment, aerates the product (again, particularly relevant for wine) to enhance the flavor, further enhanced by prolonged exposure to air (more relevant for cognac). Being in a decanter at the point of sale is counterintuitive. At that point the decanter is just a fancy shaped bottle. If your product is at the entry point of the cognac market, it might make sense for someone in need of a decanter at home. Once purchased, however, there would not be any need to purchase from you again.

Other considerations are costs associated with automated filling, odd-sized packaging and recycling standards - all of which add up to increased costs.

A better idea might be to use standard bottling sizes but include marketing literature offering a free or discounted (branded?) decanter for anyone subscribing to your cognac "club" or newsletter. Build out your customer base and keep you product out of the discount bin.

If this is an avenue you want to pursue, let's arrange a call and I will offer up some strategies specifically tailored to your launch and market entry.