Distinctive Packaging - Capture Consumers Attention
We’ll risk stating the obvious: Wine and spirits purchases are purely discretionary.
A bottle of cabernet or gin is not a household necessity like bread or milk, but something that a consumer with disposable income might choose to purchase. Need doesn’t drive the buying decision.
And because consumers can’t sample a bottle of booze or wine on the spot like they’d feel the texture of a fabric or fit of a sweater, packaging plays a unique role in selling the product. A beautiful, distinctive bottle can immediately persuade a consumer to buy — or not.
Packaging prompts a shopper to try something new just as it attracts them to return to a product they know and love. (To be sure, packaging can have the opposite effect: Uninspired design and poor production can dissuade the shopper from even considering a brand.)
In the wine and spirits category, there’s another key audience brands have to convince: distributors and retailers. Depending on sales territory this can be a complex network with arcane regulations. High end, small-batch, or emerging brands have to work even harder to get a foot in the door. Distributors and retailers seek brands that have strong consumer appeal and high margins. Packaging and price are key aspects of that.
Packaging can make or break distribution deals: One of our brewery clients was rejected by a distributor who thought the package was not up to par. We worked with them to redesign the packaging so the product would be marketable.
Another customer, a startup RTD brand, strategically started with the packaging design before they created the product and pitched it to distributors to be sure there was a market before they began production. The brand launched and found tremendous success, with more than 1 million units sold in the first year.
Strategies for Developing Standout Wine & Spirits Packaging