As the alcohol industry constantly changes with shifting trends and consumer preferences, alcohol brands are gearing up to redefine their packaging and design. Whether it involves embracing sustainability, celebrating authenticity, or integrating digital innovation, the current state of alcohol packaging tells us that the industry is always about moving forward. And with growing competition in the alcohol industry and fewer chances to grow, standing out is a must.
Packaging is like a sneak peek of what’s inside the bottle – it’s a way for brands to show off their identity. But it isn’t easy: as trends evolve, alcohol brands are challenged to stand out and create unique packaging that will resonate with their customers and their values.
Here’s some inspiration to help you adapt and stand out:
Smart Technology in Alcohol Packaging
McAllister Brewing Company uses QR codes to connect with customers across channels and provide important information. In today’s world, customers are more curious than ever. They want to know where their drinks come from, what the brand stands for, and every little detail in between. This minimalist approach gives QR codes the opportunity to shine, offering a fun, yet practical way to access product information.
Augmented reality not only provides an engaging experience for customers but a chance for alcohol brands to market their brand story and history. Augmented reality brings to life multimedia content and immersive experiences that go above and beyond the average product label, allowing consumers to interact with the product through their website, phone camera, etc. It transforms the act of purchasing and drinking alcohol when customers are able to use their phones to engage with the product and alcohol brand. When alcohol brands incorporate AR into their products, it gives customers an opportunity to learn about the product and increase their satisfaction post-purchase.
Check out how 19 Crimes wine incorporates augmented reality within their wine label design in our eBook, “Trends in Print and Packaging.”
Personalization in Alcohol Packaging
Open Garage Brewing Company provides their customers with a unique drinking experience by allowing them to personalize their own beer bottle. They handed their customers bare brown bottles with a sticker sheet, encouraging them to customize their bottles. The experience transformed the bottle into more than just a drink – it was an engaging and interactive time where customers were able to express their individuality and creativity.
Sustainability in Alcohol Packaging
Audemus Pink Pepper Gin & Gift Box has differentiated themselves by making their alcohol gift box entirely of sustainable sourced materials including vegetable inks. 71% of consumers have chosen a product in the last six months based on its sustainability credentials. With sustainability being a top choice for customers’ preferences when making purchases, the alcohol industry is no exception.
With a mission to contribute towards a more sustainable planet, Corona aims to reduce plastic in their packaging. Corona’s new stackable beer can labels twist together to avoid using plastic rings to fasten cans together. This innovative design offers convenience and sustainability in packaging that aligns with both customer and planet-friendly values.
Visual Appeal in Alcohol Packaging
Fat Tire Ale, a New Belgium brewing company, refreshed their brand with a sleek beer case and label design after 32 years. They provide a timeless packaging design with easy-to-read fonts and simple colors, showing that less is more.
Seasonality in Alcohol Packaging
Nostalgia marketing allows brands to tap into emotions and memories associated with the customers’ past. This beer case isn’t just a stylish design, it provides a sense of nostalgia that resonates with Generation X customers. 61% of Miller Lite drinkers are 40+ years old, a demographic that recalls the era of boomboxes in the late 1970s. Drinking Miller Lite from this stylized packaging takes them back to their younger days – maybe even their earliest days drinking Miller Lite, in some cases – to develop warm and personal brand associations.
Graham + Fisk’s Wine-in-a-can has packaging in a “summer bubbles box” that is perfect for on-the-go summer activities. The bright colors match the summer season and help create a sense of novelty and timeliness for customers.
Just like how trends change and customers grow, packaging strategies need to keep up as well. So, how do you stand out and catch your customers’ attention?
