Packaging That Sells: A Guide for the Drinks & Spirits Sector
In the drinks and spirits market, the product on the shelf is more than a bottle of liquid – it’s an experience waiting to be had. While the quality of what’s inside is paramount, the packaging is the silent salesperson that captures a consumer’s attention and communicates your brand’s value and story. This is where strategic, well-executed packaging goes from being a container to being a catalyst for sales.
Beyond the Bottle: Crafting a Premium First Impression
Your outer packaging is the first physical point of contact with a consumer, and it’s a critical opportunity to convey quality. By moving beyond a basic box, you can create a memorable moment that justifies a premium price point.
For a drinks brand, the tactile and visual details of the packaging are particularly crucial. They hint at the quality of the product inside, long before a customer takes a sip.
A Practical Guide to Premium Finishes
1. Embossing & Debossing: These techniques create a raised (embossed) or recessed (debossed) effect on your logo or a key graphic. For a premium gin or whisky, this can add a three-dimensional, textured feel that suggests craftsmanship and attention to detail, signalling exclusivity.
2. Foil Blocking: The use of gold, silver, or metallic foil blocking on a brand name or a unique design element can make your product shine. This finish is strongly associated with luxury and prestige, ensuring your bottle captures the eye and stands out on a crowded shelf or a back bar.
3. Spot UV Varnish: This clever technique creates a stunning contrast by applying a high-gloss varnish to specific areas of a matte finish. This is particularly effective for drinks packaging, as it can highlight key text like the vintage year or a flavour profile, drawing the consumer’s eye to the most important details.
Innovative Structural Design for a Competitive Edge
The shape and structure of your packaging should not be an afterthought. Innovative design can make a product visually distinct, create a more memorable unboxing experience, and provide a competitive edge in retail.
1. Creative Windows: A strategically placed window is a simple yet powerful tool. For a craft beer or artisan spirit, it can build intrigue and allow the consumer a sneak peek at the bottle’s unique shape or the liquid’s colour, turning the pack into a showcase.
2. Custom Inserts & Trays: A custom-designed insert not only secures the bottle but adds a layer of quality. It can also be used to hold a small booklet with cocktail recipes or a QR code linking to a brand video, turning the purchase into an interactive journey.
3. Unique Structures: The versatility of folding carton board allows for bespoke shapes and opening mechanisms. A well-designed, non-standard shape can make your product instantly recognisable and adds to its memorability, giving you a distinct advantage in a crowded drinks aisle.
The Practical Impact on Business
Ultimately, great packaging has a tangible impact on business growth. It’s a tool for securing prime retail space, attracting new customers, and building brand loyalty. The consumer’s desire for a premium experience and a shareable aesthetic means that beautiful, well-crafted packaging is an investment that pays dividends.
At Wisden Packaging, we understand the art and science of packaging that sells. We work closely with our clients to design and manufacture packaging that not only protects their product but also drives business success.