Spirits Packaging: How Small Distilleries Can Stand Out & Sell More
In the oversaturated alcohol market, shelf differentiation is crucial for success—and a momentous task for smaller brands. Here’s how to design spirits packaging that keeps your sales flowing.
As a subset of the food and beverage sector, alcohol sales depend heavily on packaging to influence purchasing decisions.
90% of consumers buy a food or beverage item after examining its packaging.
75% of food/beverage purchases are made at the point of sale.
64% of consumers are influenced to purchase a food/beverage item based on the sustainability of its packaging.
And in an industry dominated by big brands and bigger distributors, small distilleries must ensure their products make an instant, lasting impression.
The good news? Consumers are showing a clear preference for premium products as craft spirits are projected to grow at an average of 10.51% from 2023 - 2028 compared to traditional spirits’ modest 4%.
In Europe this preference for higher quality alcohol is even more pronounced, with craft spirits predicted to enjoy a staggering 21.95% CAGR.
Quality Over Quantity
Inflation is encouraging consumers to adopt a ‘less is more’ mantra across all industries. As a result, alcohol sales have decreased in volume yet increased in value per unit. However, this phenomenon is also being driven by a trio of lifestyle trends such as:
Premiumisation
Health & Wellness
Home consumption
As quality becomes the top purchase criterion in spirits, distilleries are now marketing to a ‘warm’ audience already looking for what they specialise in. Now the question is…how can your brand communicate that through packaging? Let’s dive into some key elements for success.
How Small Distilleries Can Emphasise Quality Through Storytelling In Spirits Packaging
Everyone recognises the Budweiser Clydesdales. Bombay Sapphire’s iconic bottle. The Absolut campaign of the 90s and early 2000s.
Familiarity is the glaring advantage of mainstream brands. Considering most alcohol purchase decisions are made at the point of sale, smaller, unknown labels have minimal time to ‘introduce themselves’ as shoppers scan the shelves.
But how can brands expect to share their entire story on the side of a bottle? Here are a few factors that pique interest and make an instant impression.
Create a human narrative
In our digital world, the old sales maxim ‘people buy from people’ may sound antiquated. But consumers’ still have a need to connect brands on a personal level. Your packaging will either serve as an obstacle or a bridge to that connection.
The human craftsmanship small distilleries are known best for serves as a unique advantage in highlighting the quality consumers are actively seeking out.
An emphasis on family legacy and detailed production techniques suggests authenticity to your audience and fosters customer trust. Communicate this effortlessly in your packaging with:
Founding dates
Label seal/signature
Imagery of original premises/equipment
Examples we love
Micil Distillery pays homage to its roots without a trace of kitsch. An irish regional map and illustrated portait of its founder add touches of authenticity without overpowering the simple yet sophisticated design. CoLab was honoured to play a role in preserving this distillery’s 170 year-old legacy with timeless packaging.
Leverage Your Locale
Spirits are inextricably linked with the land that produces them. The smaller the label, the stronger that link is perceived, making local distilleries more attractive in the minds of consumers seeking high quality ingredients.
This presents another invaluable selling point for independent brands to capitalise on via packaging. Conveying a healthier, less industrialised image is a surefire way to grab the attention of this market. Do it effectively with:
Imagery of plant or botanical elements used
Maps or geographical markers of distillery location
Accurate health labelling or ingredient certification
Examples we love
Roe & Co shakes up spirits design with packaging for its 13 year-aged single malt whiskey. Bright colours bring imagery of its ingredients to life while a silhouette of the distillery’s iconic windmill tower shines in the background. The CoLab design team almost had as much fun creating this award-winning packaging as they did sampling the product.
Let Sustainability Shine
According to ISWR research, 48% of American drinkers claim they are positively influenced to buy brands based on their sustainability endeavours.
Unsurprisingly, packaging plays a key role in this, as it contributes to 20-40% of the industry’s total carbon footprint. And as smaller producers, independent distilleries have a clear advantage in appearing more eco-conscious than more well-known competitors.
Back up that appearance with solid sustainable elements in your packaging like:
Clear recyclability indicators
Official certifications (keep it discreet)
Responsibly sourced primary and secondary packaging materials
Examples we love
The Phoenix is an apt centerpiece for Teeling Distillery as WWI and US prohibtion nearly forced its closure. However it eventually rose from the ashes to become one of Ireland’s most beloved distilleries. Now the label is undergoing a new rebirth as it embraces sustainability by commiting to using bottles made from 75% recycled glass—one of the most ambitious pledges in the industry.
3 Ways Distilleries Can Save On Spirits Packaging
Drinkers are not the only ones feeling the pinch from rising inflation. Here are three no-nonsense ways your brand can save money and actually increase revenue with packaging.
Choose Digital Printing
As a small distillery you have unique packaging needs yet require the same exceptional quality as larger labels. Limited editions, seasonal varieties, gift sets: it all equates to small quantities of several SKUs.
Digital printing is perfectly suited for executing multiple runs of fewer units for less time and money than traditional offset printing. Recent innovations allow near-identical colour replication and printing on a wide variety of surfaces, allowing it to handle both your primary and secondary packaging needs.
Embrace The Bare Essentials
Removing unnecessary elements of your distillery packaging can simplify production and give your brand an attention-grabbing refresh.
Single-use plastic, packing material, and excessive wrapping can be an eyesore for eco-conscious consumers. Taking the time to rethink packaging which can stand alone without these items is worth a trip back to the drawing board in the long run.
Find A Local Packaging Partner
What do transportation costs and craft spirit brands have in common? Both are increasing exponentially in 2023.
It has never been more imperative for small distilleries to minimise costs, simplify supply chains, and partner with someone who truly knows your market—and your competitors.
Working with a local packaging partner allows you to keep shipping expenditures and your brand’s carbon footprint as low as possible.
It can also lead to greater networking opportunities and opens the door to collaborating with other local brands—something very attractive to consumers at the moment.
You Know Your Brand. CoLab Knows Your Market.
CoLab knows what it takes to bring Irish Distillers to the forefront. We infuse the same award-winning design experience into each element of your packaging to resonate with the local market.
Finally—Design That Captures Your Audience
Something is missing from your packaging. Maybe it’s the colour. Perhaps it’s the concept. Whatever it is…it isn’t capturing the attention your product deserves.
We design with the Irish market in mind. Get honest insight into what will move your spirits from the shelves—and what won’t—before investing precious time and resources.
Never Pay For Excess Packaging Waste Again
Print multiple designs in a single run, without committing to minimum quantities beyond your needs. Order on a moment’s notice with confidence of a timely delivery every time.
Sustainability Customised To Your Needs
Going green shouldn’t mean going broke. We customise the latest eco-friendly packaging materials and production techniques to the needs of your brand and expectations of your market.
Sell Your Spirits Better With Packaging From CoLab.
Reach out at hello@colabpackaging.com