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Trending: Consumer Values

Eating, Drinking, Beverages - Alcoholic, Spirits

Amid tumultuous societal and divided political climates, spirit brands are seeking to build deeper, more personal relationships with consumers by taking public stands according to their values.

Brands Giving Back

Social responsibility and making a social impact align with the core values of many consumers. They believe they have a responsibility to make the world a better place, and they support companies that believe the same.

A good example of this trend is Tito’s Handmade Vodka. One of the fastest growing vodka brands, it calls itself the vodka for dog people. The brand donates 100% of the net proceeds from purchases on their online store swag to go to their nonprofit partners; consumers can choose which charity they’d like to see their donation go to. Charity choices include those that help with spay/neuter services and help make veterinary care affordable to all pet owners.

Upgraded Secondary Packaging

As with primary packaging, brands are focusing a good deal of attention on elevating the relationship between bottles and secondary packaging.

Take for example, Nolet’s limited production luxury wooden case, which encompasses a gold button that when pushed, allows the case to easily and effortlessly swing open, revealing a pristine bottle held in place by a magnetized collar.

Increased Sustainability

Brands are finding ways to reuse materials in their production processes as well as offering consumers ways to reuse or repurpose bottles and packaging.

In addition to sourcing ingredients sustainably, Dulce Vida Tequila recaptures all production waste to produce a nutrient-rich soil supplement for the local farming community. It then captures the methane gas that’s produced by waste collection and processing — creating an energy source that helps power the facility.

Connecting with Consumers

To engage consumers through packaging, consider what causes or issues make sense for your brand to align with, and how to communicate those causes through primary or secondary packaging design. Despite supporting worthy causes, our research shows that many brands aren’t communicating their efforts on-bottle. Consider how you can use this valuable real estate to ensure your brand’s efforts are communicated and recognized.

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.

See also

Material selection matters, part 4

Understanding consumer behavior and the impact lifestyle trends have on packaging preferences is absolutely essential. Consumers crave convenience. We’re multi-tasking, we are pressed for time, and we’re always on the go. We want products that allow for easy and fast dispensing, and more and more, we crave portability. So while a lightweight, transparent PET bottle with a CT closure might protect the product and meet the consumer’s consumption requirements, this packaging style may not be portable or convenient.

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.

Straight and neat: Consumers' thirst for spirits is growing

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. 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.

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.

  • Company News
  • English
  • Modified 28 Nov 2019
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