Creativity And Innovation In The Premium Beverage Industry
The premium beverage industry has grown exponentially in the past few years with the advent of bespoke spirits and independent distilleries, and is forecast to continue to rise.
The premium beverage industry has grown exponentially in the past few years with the advent of bespoke spirits and independent distilleries, and is forecast to continue to rise. Driven by customers becoming more selective and adventurous in their choices, seeking more unique and personalized products, the industry has seen the rise of small batch and boutique distilleries focused on distinctive and premium offerings. As new companies enter the market and strive to cater to a range of broader tastes, the premium beverage industry has seen increasingly creative and innovative ways in which brands are developing unique value propositions – whether this is through complex flavors, new brewing methods or high quality ingredients.
According to reports published by family-owned premium spirits distillery company William Grant & Sons, high-end spirits sales increased by 18.6% in the UK last year and is worth £1.1 billion, despite the alcohol market seeing an overall decline in consumption. This illustrates an overall trend in the category, that consumers are favoring quality over quantity. More than ever, consumers are discovering and preferring artisanal and boutique products, particularly within the bourbon, whisky, vodka, gin and craft beer categories. Previously premium alcohols were simply seen as higher quality versions of their lower priced counterparts. Premium alcohols are viewed as drinks that explore new flavors, tastes, botanicals and experiences, appealing to established and new drinkers alike.
As these premium beverages enter the market place, it is critical for their brand to reflect their unique proposition, as it is this that will attract and appeal to the explorers. Packaging plays an essential role in helping convey the personality of a premium beverage brand in a visible and tangible way. As a result, packaging for high quality or artisanal brands must focus on quality and differentiation, reflecting the product’s flavors and values, as it is often the first physical, visual and emotional interaction a consumer has with a product. Indeed, the immediate impression which packaging gives matters immensely in building a meaningful connection that leads to product trial.
In order for packaging to be successful in achieving these branding objectives, it must connect with consumers in a multi-sensory way. Alan Davis, Global Design Studio Manager for Essentra reflects “packaging must convey quality and sentiment from first sight to first opening. From a visual perspective, premium beverage packaging must be more creative in expressing the brand and differentiating it from more standard beverages and other high end competitors on shelf. Whether it be vibrant colors that convey bold new flavors, a classic design to portray traditional flavors, or dark browns to convey a rich oaked taste, the packaging needs to highlight a brand’s unique proposition”. Aside from color and design, brands can add textures that enhance the shelf appeal and increase sensory interaction when the product is handled. Typical options include the use of varnishes, embossing and debossing, hot and cold foiling and holograms to create accents and emphasis points.
Luxury beverage brands can also be inventive when it comes to the structural qualities of the packaging, creating interesting ways to access the product that can enhance a consumer’s experience. For example, Sipsmith London Dry Gin offers its product in a carton that breaks with convention. Their innovative packaging features the Sipsmith bottle in a frame-like outer carton that protects the product during transit whilst maximizing product visibility on shelf. This differs versus conventional packaging where the bottle would be either completely hidden within the box, or displayed through a clear plastic window placing a barrier between the bottle and the consumer. The Sipsmith design allows consumers to touch the bottle inside the frame of the carton whilst interacting with the brand story on the carton and label.
Essentra designs and produces a range of cartons, labels and leaflets for clients in the premium beverage industry. Featuring the unique capabilities of The Design Hub, Essentra provides an end-to-end packaging service that brings together manufacturing, technical expertise and creative packaging design. As consumers move towards premium and artisanal drinks, packaging must evolve to reflect the ethos of the product. Packaging is critical in expressing a brand’s position in the market, driving that critical first impression and lasting image with consumers.
Source: Essentra
