Flasks have been our loyal companions for a long time. They were there to boost our morale whenever the event we attended was too boring. We were able to add more flavor to our coffee at work when no one was watching, and if your life was like a Hollywood movie, the flask would have probably taken a bullet for you. Truth be told, flasks are everywhere nowadays and it’s really easy to pick them up at the store, however, it wasn’t always like this.
The word flask was first used in the mid 1300s and it most likely stems from the Latin word flasco, which means container or bottle. Also the ancient flask was drastically different than the ones we see today, although it pretty much had the same purpose. Here, we will go over the evolution of the flask, talk about its predecessor, and try to discover what makes them so popular today.
First, Wine Was Carried Around
Before the flask, people used a wineskin to transport liquid, mostly wine as its name suggests, and much like flasks, these were must-have accessories. A wineskin was crafted from animal bladder cured with beeswax, and luckily the flask did not incorporate those elements in its design, the only thing the flask took from it was the idea of a portable item that can carry liquid. However, this shift was not so rapid – before the modern day flask we had the pocket flask, and they first appeared in the 17th century.
Satyr – a lustful, drunken Greek God – carrying a pretty hefty wineskin
Next Came the Flask
During the 17th century, distillation generated a lot of popularity throughout Europe, as it was a new and convenient way at that time to acquire liquor. So, it was only natural that there would be a product follow-up that could easily be monetized due to the present hype, much like cell phone cases became popular after cell phones took the market by storm.
Since it made transporting the liquor so easy and convenient, it is no surprise that demand spiked so much that the people working in production barely managed to keep up with it.
During the mid-1800s the glass industry decided to use one of the oldest marketing tricks, which is still viable today. The flasks they started to design were so much more than a simple container – they were a means of conveying a statement, and expressing who you really are. So, flasks featuring imagery with the American flag and eagles become a common occurrence.
Prohibition: the True Driving Force Behind the Modern Flask
Outsmarting the authority and getting away with it might be one of the best thrills a person can experience, especially if no one is harmed in the process. So, it is only natural that prohibiting alcohol made it taste even better, as there is a certain flavor of victory added to the well-known formula.
It’s 1926 and America is thirsty
Prohibition is the number one reason why flask sales started going off the charts, as they were the best way of concealing and transporting alcohol. Even though it should have been impossible to buy alcohol, certain loopholes allowed for a select number of distilleries to remain operational.
Truth be told, you had to possess a prescription to legally purchase “medicine”, but flasks were handy because people could easily hide them in a different object, e.g. a book. In other words, flasks were a means of fooling the government and getting away unscathed, so basically they became a “bad boy” symbol.
When Flasks Became Hip
Even though there is no prohibition like the one in the 19th century, people still use flasks, because of what they used to represent, and because they still allow you to carry alcohol to your office, to prom, or any boring event where it is conventionally forbidden. This kind of behavior is commonly seen in TV comedies, which is probably another reason why flasks have maintained their popularity. Shows like The Simpsons, Two and a Half Men, Family Guy etc. feature scenes where character drinks from a flask, during events where that is completely inappropriate.
Today it is designed a bit differently and it is called a hip flask. There are numerous models out there, and they are made out of ultra-durable stainless steel, or for those who want to carry a flask that is undetectable by scanners, they also make plastic containers.
Also, this modern design introduced a slight curve during the crafting process. The flask has a curved shape because it is contoured to match wearer’s hip or thigh, where the name hip flask comes from. These parts of our body have a pronounced curve, and for the sake of comfort and discretion the design of the flask was changed. Another common name for a hip flask is kidney flask.
The flask can also be an ideal gift for a special occasion, as it is stylish, cool, and basically anyone who drinks alcohol will benefit from this gift.
More Flaks to Come
If we take into an account the period when the hype for this item begun and compare it to the situation today, it is more than obvious that the demand for this accessory is not going to subside any time soon. In other words, the flask will be around for years to come.
The only question is what kind of design can we expect to see in the future and what other trends will emerge from the flask? Stay tuned…
