A University of Stirling study has found that alcohol packaging can capture attention, create appeal, and help shape perceptions of individual drinks, their drinker, and drinking experience.
Led by Daniel Jones, of the university’s institute for social marketing and health, the research came in a bid to address a ‘gap in knowledge’ – with the learning institute saying that previous studies focused on traditional and digital alcohol marketing, rather than packaging itself.
The study involved 50 adult drinkers, aged between 18 and 35, being split up into groups to be shown various alcohol products, before handling them and being asked a range of questions on.
Participants discussed seeing alcohol packaging in different settings – typically shops and drinking venues – as well as via marketing, particularly advertising. They ‘frequently’ recalled seeing it featured in the media – with most reporting exposure on television, in movies, on social media and the internet.
The university said that ‘most’ recalled packs which stood out in shops were considered appealing for being ‘different, interesting, or aesthetically pleasing’. Some participants reported purchasing alcohol products solely on pack appeal, with one saying, “I don’t actually like beer; but I bought it specifically because I liked the packaging.”
Packaging design – such as colours and graphics – was noted as being central to appeal, as is structure – with most participants drawn to sleek or distinctive shapes. Size of packs was also said to be important, for example, larger packs were considered more cost-effective and preferable when intending to consume a large quantity of alcohol. Smaller ‘grab and go’ packs were thought to enable and encourage consumption in public settings, such as on trains or at concerts, and help avoid unwanted attention from police and security. One participant said, “I think it would be easier to hide that you were drinking.”
On-pack promotions – such as gifts and prizes – contributed to appeal, as did sponsorships, for example those linked to sports, festivals, and television shows. Meanwhile, ‘most’ reported that price marks on packaging was indicative of inferior products, whilst limited edition packs were considered eye-catching and seen as incentivising – with ‘most’ having retained expensive or ‘cool’ bottles for display.
All groups also associated packaging with specific occasions and activities. Smirnoff and Gordon’s was noted as being for socialising and nights out, whilst Budweiser is for watching football at home, and Strongbow and Blossom Hill for festivals and outdoor drinking.
Most participants reported being aware of who was being targeted by packaging and which products were appropriate for different ages and genders. ‘Several’ used pack appearance as an indicator of taste and palatability – expecting certain drinks to be fruity, light, or refreshing based on pack design.
Mr Jones commented, “We found that, for young adult drinkers in Scotland, alcohol packaging can capture attention, create appeal, and help shape perceptions of the product, drinker and drinking experience. Five main themes emerged from our data: the ubiquity of alcohol packaging; its appeal and ability to catch attention; its association with particular occasions and activities; its ability to inform perceptions; and its engagement of both visual and non-visual senses – taste, touch, sound and smell.
“Our study demonstrates that the packaging of alcohol products is an important marketing communications vehicle, as it is for other fast-moving consumer goods. It can elicit expectations, influence purchasing decisions, and encourage purchase. As expressed by participants, alcohol packaging conveys messages of consumer-product suitability and acceptability, creating enduring brand impressions and reinforcing the perception that alcohol is a desirable product via pack structure, graphics, and promotions.
“Previous studies have suggested that including prominent warnings on packs could reduce appeal and increase awareness of alcohol-related risks and support a decrease in consumption; however, there’s a dearth of research around the significant promotional role of packaging, and how it may be better regulated, as attractive features may limit the effectiveness of warnings.
“The significant promotional role of packaging requires further consideration, as attractive features may limit the effectiveness of warnings.”
The study was supported by Alcohol Focus Scotland. Alison Douglas, chief executive of the organisation, added, “This research shows how packaging is an integral part of the marketing mix, used by alcohol producers to promote their brands and make drinking appealing. To turn the tide of alcohol-related harm we need to introduce measures to restrict and regulate all forms of alcohol marketing, in line with World Health Organization (WHO) recommendations. Mandating health warnings on alcohol products would help to counter the attractiveness of packaging and address current low levels of knowledge of alcohol harm.
“The Scottish Government have already committed to a consultation on alcohol marketing, expected later this year. We hope to see comprehensive restrictions introduced which include improving alcohol labelling.”
