Walk into a wine or spirits shop, and scan the bottles on the shelves. What are the best products? How do you know? You certainly can’t taste them before buying. Your only clues to quality are the packaging and the price.
Some winemakers and spirit producers focus so much on the quality of the product and give little thought to everything that surrounds it. But what’s the point of making a great liquid if the bottle and label don’t support it? It’s like giving a BMW a lousy paint job.
Yes, of course, the quality of the chardonnay or the rum matters. But here are several reasons why the packaging should equal or surpass the product itself.
3 Reasons Why Great Packaging Matters
1. Consumers buy with their eyes. As wine writer and industry analyst Cathy Huyghe writes for Inc. magazine, “consumers buy wine with their eyes, which makes the look, style, and general appeal of your wine of the utmost importance.” It’s a well-known truism in marketing that 70% of purchasing decisions are made right there in the store.
2. Packaging can make or break the very first purchase. When you create a remarkable product and wrap it in lackluster packaging, you’ll lose the sale before the consumer takes the first sip. Studies have suggested that higher quality materials and production attract shoppers to buy, while poor quality packaging turns people to alternative products.
When you can tempt the consumer to take the bottle off the shelf and bring it home, only then do they experience the liquid itself — and that’s where you’ll earn repeat buyers.
3. People are psychologically wired to perceive more expensive products in better packaging to be better. It’s called the “placebo effect” in marketing. Imagine two wines, one costing $12 and one $30; we convince ourselves that the $30 wine is better, even if there’s no objective difference between the two. Our appreciation of the product, our experience and satisfaction, are higher when we perceive that it’s more expensive or more special.
Eye-catching bottle and label designs don’t have to be elaborate in order to be innovative.
We look at the wine brand Uovo as a perfect example of elegant simplicity. The wine is aged in egg-shaped concrete tanks, and the winemaker wanted a name and label that would reflect that innovation.
The wine is packaged in standard bottles, with a simple egg-shaped label in a creamy, lightly textured paper. That’s it: no typography on the front. The bottles are enclosed in a box made of paper pulp and shaped like an egg carton. It’s so simple it’s brilliant. It can never be copied; the brand absolutely owns this concept. No wonder the package has won tons of awards.
What’s essential, though — and what Uovo does exceptionally well — is that the package tells a story that’s unique to the brand. Storytelling engages a potential buyer emotionally and makes him feel part of the narrative. It’s persuasive and memorable.
Faced with a sea of choices and unable to taste before they buy, consumers need reassurance that the bottle they’re choosing will be the right one — worth the money, enjoyable, ideal for sharing with friends. Packaging offers that reassurance. They’ll think: If the producer invested in this kind of premium packaging, then there must be a reason for it. It’s like assuming that an architecturally significant house is beautifully furnished on the inside as well.
You’re rightfully proud of your wine or spirit. We can help you put it out in the world with the package it deserves.