Choosing the right packaging partner is critical to the success of a premium spirits brand. Here, Berlin Packaging outlines five core areas of consideration for those looking for the perfect match
IN the world of premium spirits, first impressions are everything. Consumers are spoilt for choice across the retail spectrum, so a product’s packaging is critical to its success – at least in the beginning.
It is vital to stand out for all the right reasons, therefore, packaging should never be an afterthought. When a premium spirits brand decides that a product has exceeded expectations, it is time to focus on how to protect and present it to the world, and packaging is where brands can communicate directly with consumers.
The growth of the spirits category in the UK is set to continue. The market size was valued by GlobalData at £15.3 billion in 2021 in its report released in November of 2022, and the projected CAGR out to 2026 stands at more than 3%. It is clear, then, that opportunities exist for those that pay attention to the right areas. Different substrates, shapes and design finishes should be considered, as well as messaging surrounding topics such as sustainability, provenance and social impact, for example. How a brand ‘speaks’ to its target audience can be tailor-made to drive maximum engagement, leading to an end result that will have consumers asking why they shouldn’t buy a product – as opposed to why they should.
There are many factors premium spirits brands need to consider. Below are five main points of focus that will help them identify the right packaging partner for their product success.
1) Is the packaging partner responsible?
Consumers are acutely aware of the environmental impact their purchasing decisions have, so the ability to reassure them that packaging is sourced from a responsible supplier adds significant value. A supplier will ideally take responsibility for material circulation, including recycled, recyclable and bio-based options, and component optimisation, including material reduction through initiatives such as light weighting. Component reuse is also essential, focusing on areas such as refill and reuse systems along with returnable packaging programmes. A responsible partner should also be able to offer a detailed life-cycle analysis to quantify a product’s environmental impact over its entire life-cycle – from sourcing and material extraction to manufacturing, distribution and end-of-life. Critically, a packaging partner, through initiatives such as these, should help unlock a business’s full sustainability potential, enabling them to minimise environmental impact.
2) Does the potential partner have the technical knowhow to realise the vision?
Achieving packaging perfection can be easier said than done, so it is important to ensure that the partner selected has the technical know-how to iron out any challenges – however small – to ensure there are no surprises throughout the product’s lifecycle. Every aspect of the technical service offered should be designed to enhance the collaborative process, surrounding a brand with experience across elements such as smart design, branding, graphics, structural integrity, manufacturability and more. A product should look its best, of course, but it should also be 100% compatible with the supply chain it will ultimately enter. The brand needs to ask whether the partner can take a project from market insight and analysis, through to ideation, evaluation, optimisation, and implementation? What’s more, is that process ISO 9001:2008 certified?
3) Is there depth of portfolio and security of supply?
Not all products will require a tailor-made solution. Often the perfect packaging option exists already. But what that looks like will need to be identified, sourced, stored and supplied consistently and efficiently. Does the partner in question have the depth of portfolio and the associated infrastructure to securely deliver what is required and when? Ideally a partner will be able to manage everything across the packaging life-cycle, in-house and with one accountable point of contact. Manufacturing, sourcing and production should all be possible, and the capability to manage elements such as shipping, logistics, warehousing and inventory management. The heavy lifting should all be taken care of, leaving a brand with the freedom to focus on growth, opportunity and development of new products.
4) Consultative partner or commodity supplier?
Many suppliers can provide a brochure of products, take an order, deliver and then move on, but is that the level of input required? It is important to ask whether it is a partner that’s needed, or simply a commodity supplier? For new premium spirits brands in particular, a consultative, supportive approach is almost certainly best. Experience should never be underestimated, as packaging options are virtually infinite and highly customisable. A partner with specific knowledge of packaging substrates is key, as this will give a brand the flexibility to explore a solution’s creative and practical limits. Imagination should feed into practical innovation to deliver an end result that delivers above and beyond expectations.
5) Can trust be established?
Trusting a packaging partner with a brand and its reputation is important. Poor packaging can damage a reputation in no time at all, so is it possible for that brand to be satisfied with a partner’s credentials? What is the company’s lineage, and does it have the gravitas in the industry that only comes with hundreds, if not thousands, of positive use cases in the markets it serves? It is one thing to be given advice but quite another to trust and act on that advice when something as important as a brand is at stake. Trust must begin with a leap of faith, but it is easier to take that leap if the potential partner can demonstrate a track record of success from the outset.
Choosing a packaging partner can be a daunting prospect, but with this guide, it should at least be possible to begin meaningful and positive conversations with those that can deliver against these critical points of consideration.
How a premium spirits brand is presented through its packaging is one of the most fundamentally important decision processes a producer will explore.
With the right packaging partner at the table, anything should be possible!
