A liquid and semi-liquid product dispenser that improves gravity dispensing of product by using a product bottle that slopes downwards towards the feed valve when the bottle is placed for dispensing. This includes a long sloped portion that extends downwards from the rear of the bottle to the front of the bottle, and a curved and sloped portion proximate to the valve. These slopes feed product to the valve under the force of gravity when the valve is opened. Installation of product bottles is aided by an interior design of the dispenser case that mirrors the bottles contours and ensures that the bottle is positioned for use when placed.