Contract packers are giving spirits brands the agility to deliver limited editions, gifting, and experiential packs at pace. Here, Emma Verkaik, CEO of the BCMPA, speaks to members Paul Stirling and Stefan Casey of Celeritas Solutions about what best-in-class looks like and where the next wave of opportunity lies.
EV: What benefits can contract packers bring to the spirits and whisky sector?
SC: Contract packers add agility most brands can’t replicate in-house and allow distilleries to focus on what they do best, making exceptional drinks. They let teams trial new formats, deliver richer storytelling and experiential packs without disrupting core production. In many cases they’re the ‘silver bullet’ that turns a creative idea into a compliant, retail-ready pack on a realistic timeline.
PS: Contract packers provide the flexibility that allows brands to respond quickly to the trends of premiumisation and storytelling. Practically, that means moving fast on limited editions, collaborations and seasonal runs; activities today’s market demands far more often than traditional bottling models were designed to support. You get a safe, responsive environment to test, learn and scale while day-to-day operations continue uninterrupted.
EV: When choosing a partner, what do distilleries look for?
SC: It starts with understanding the brand story as well as the technical process. Packaging is the first physical moment of truth, so a partner must protect that experience, from materials and finishes to the way a gift pack opens in-hand, while delivering reliable service and measurable value.
PS: Today’s distilleries expect more than operational efficiencies, they are looking for a true partner. Precision, flexibility and brand sensitivity are critical, especially for collector’s editions and retail-theatre formats. The right packer brings options that elevate presentation and protect margins, with value optimisation and sustainability now firmly on the same brief.
EV: You work with multiple brands in the category. How do you ensure each client receives a tailored approach?
SC: No two spirits brands are the same. We build capability around the idea, not the other way round. Regulations can feel constraining, but a good contract packing partner navigates them while still delivering standout consumer moments.
PS: Contract packers must operate with a project-led mindset. Flexible workflows and technologies, like digital and hybrid print, are supporting custom opportunities and premium short runs without compromising fidelity, ideal for regional exclusives, retailer collaborations or rapid market tests.
EV: Are there sustainability advantages in working with contract packers?
SC: Absolutely. Smarter operations mean fewer miles, better load efficiency and less waste. Centralised packing, lighter formats and refined pack architecture, which are all available from the right contract partner, can cut impact without diluting the premium experience consumers expect.
PS: Start the sustainability conversation early and measure what matters. Carbon is the number all brands increasingly care about, and a capable third-party partner will help move it in the right direction, translating sustainability into practical packaging solutions.
EV: What trends are shaping spirits packaging right now?
SC: The category is shifting from product-led to experience-led. Packaging has a bigger role now in creating moments people want to share and collaboration across the entire value chain is key to bringing ideas to life. One trend stands out; the global gifting market is expected to reach $100 billion this year and keeps growing. Unsurprisingly, briefs increasingly ask for theatre at retail and a rewarding unboxing at home. This is where opportunities lie.
PS: Firstly, continued premiumisation, materials, finishes and details that signal craft; and secondly, changing consumption behaviours, including moderation and low/no alcohol. Together they drive demand for distinctive editions and shareable gift formats, both in retail and at events, which is where contract partners can excel in meeting this demand.
EV: What enhanced branding and customisation services can a modern contract packer offer?
SC: Shorter runs with premium finishing are becoming the norm. New digital workflows enable fast, high-quality limited editions, while connected packaging, through unique digital signatures, unlocks authentication, personalisation and a world of post-purchase experiences.
PS: Beyond print, we support bespoke gift formats, collector’s editions, ecommerce-ready presentation packs and travel retail variants. With all these the aim is to produce distinctive launches without the need to commit to huge volumes, here contract packers can de-risk matters, ensuring creativity, quality and brand consistency.
EV: And looking ahead, how do you see the role of contract packers evolving?
SC: The future of packaging combines craft, sustainability and digital experience. Brands that can interlock these three will define the next generation of spirits. For contract packers, that means coupling operational excellence with innovation muscle, translating ambition into scalable, commercially sound realities.
PS: Younger consumers want experiences, not just products, and advances in digital technologies and packaging are transforming a brands interaction with their customers. This will create new opportunities for contract packers, especially those who combine operational excellence with innovation and flexibility.
