Visited the Bottle King in New Jersey the other night (hey, it was market research) and noticed a trend that has probably been under way for a while now.

The 'upscaling' of bottles/packaging.

Now, I have No idea if Dos Lunas Tequila is actually better than the others (and after a few bad nights in college, I don't touch the stuff), but I'll say this...the packaging certainly could lead you to the conclusion that it does (though it does look a bit like shampoo.)

The point is this, as Dan Pink suggests in "A Whole New Mind", we are moving into the conceptual age and the "experience" around the product needs to appeal to, and delight, all of our senses.

And, I'll say, this applies to the services industry as well...