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Straight and neat: Consumers' thirst for spirits is growing

Eating, Drinking, Beverages - Alcoholic, Spirits, Product Development Services, Package Design

According to the Distilled Spirits Council, spirits gained market share for the eighth consecutive year, with sales rising to nearly 37 percent of the total alcohol market. Spirits are gaining greater “share of throat,” mostly at the expense of beer, with spirits taking market share away from beers for the eighth straight year, rising 0.7 percent to 36.6 percent share of the total U.S. beverage alcohol market.[1]

We’ve been keeping a pulse on the spirits market for a long time, so the level of industry growth is not surprising. With more than 116 years of packaging expertise, TricorBraun has been advising beverage alcohol brands on how to align packaging with consumer preferences for decades.

There’s a critical connection between packaging design, functionality and the consumer’s evolving lifestyle and needs. We know how spirits brand owners can drive consumer loyalty through packaging – packaging that connects with your target consumers and delivers an exceptional experience.

It starts with understanding the consumer trends and lifestyle behaviors influencing spirits’ growth. In our first Trends Piece, we examined three major trends that will impact your spirits packaging strategy. In this blog series, we’ll explore four additional trends[2]:

  • Spirits at Home
  • Gifting & Celebration
  • Premium Packaging
  • Consumer Engagement

Winning in Spirits with Packaging

Spirits brand owners can drive consumer loyalty through packaging that meets consumers preferences and enhances the consumer experience. To achieve this, you need an experienced packaging partner that understands the consumer trends and behaviors that are driving the market. TricorBraun can help you develop meaningful packaging solutions that deliver on consumer preference and ultimately win at the shelf.

[1] The EBCO Spirits Industry Consumer Trend Analysis
[2] Distilled Spirits Council, annual economic briefing, February 2018

See also

How COVID-19 accelerated the health and wellness macrotrend

The Health and Wellness sector was already an economic powerhouse pre-COVID-19. The Global Wellness Institute values the sector at $4.5 trillion, a figure that incorporates everything from nutraceuticals to genetics-based diets and nutrition, and from bio-hacking to mental health apps. As our behaviors continue to shift in response to the pandemic, we’re accelerating an already robust macrotrend as we seek out products to protect our homes, improve our immune systems, and boost our peace of mind.

Consumers are eager to learn about spirits, and millennials in particular are willing to open their wallets for high-end, premium spirits. In many industries, including spirits, this has meant a scrapping of “old world” brands that were revered by their parents. Meanwhile, brand owners are responding by creating excitement with new products and new ways to interact with consumers. Here are four ways changing consumer preferences are impacting the spirits market – and your packaging strategy.

Brewcraft USA partners with TricorBraun to transform a carboy into the Genesis Fermenter

With a long list of objectives in hand, Brewcraft USA—who had been purchasing stock bottles from TricorBraun for several years— asked, what if we could develop a carboy that is not only safe and sustainable, but does more than a typical carboy that was designed to hold and carry liquid. The TricorBraun Design and Engineering team used their expertise to create a truly unique and innovative product offering for the home brewing industry.

Tricorbraun appoints Declan McCarthy Chief Financial Officer

TricorBraun, a global packaging leader, has appointed Declan McCarthy as Chief Financial Officer, effective immediately. Reporting to President and CEO Court Carruthers, McCarthy is based at the company’s Global Support Center in St. Louis. A 30-year finance veteran, McCarthy oversees all aspects of the company’s financial functions. He serves on TricorBraun’s Executive Leadership Team, playing a key role in business planning and strategy.

  • Company News
  • English
  • Modified 28 Jun 2019
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