A positioning apparatus operates to advance and rotationally orient a container during packaging of a product and broadly comprises a conveyor, a rotor assembly mounted to the conveyor, a rotary drive means and orientation sensing means. The rotor assembly includes a holder adapted to receive a container in a supported state with the supported container being aligned along the rotor axis such that the container may be rotated thereabout. The rotary drive means operates to selectively engage the rotor assembly and the supported container for rotatably orienting the supported container with respect to the rotor axis. The orientation sensing means monitors rotational orientation of the supported container, and the conveyor operates to advance the rotor assembly and the supported container during the packaging of the product.