Luxury Packaging Get into the spirit of alcohol packaging
RK Print’s Tom Kerchiss discusses the world of spirit and whisky packaging, examining how branding is key, and why luxury is paramount
T
he marketing, distribution and selling of alcoholic beverages is big business, with some alcholic
products such as spritis so economically important that although they retain individual brand names collectively, they become synonomous with the country of origin: example Scotch whisky. Spirit based alcohol such as brandy,
whisky, rum and other beverages obtained by distillation from wine or fermented fruits, herbs and various grains are beloved by tax and revenue collectors and by those who could afford the premium price that spirits with their high alcoholic content and unique flavours commanded. Over many centuries alcohol and
particularly spirits have have become firmly engrained or, perhaps one should say, infused in with many religions, cultures and customs – whisky is a good example. Whisky is typically associated with Scotland and with Ireland and bourbon with places such as Kentucky in the United States.
Spirits, particularly branded scotch whisky is big business, Scotch whisky sales in 2017 was valued at £4.36 billion with 1.22 billion bottles exported during that period. Scotch whisky accounted for over 20 per cent of UK food and drink exports. Whisky is made via the distillation of
fermented grain, which, according to archeological digs of sites in Mesopotamia and Babylon, was practiced at least as long ago as the first millenia BC. Although it is believed that fermentation and distillation only came to Ireland and Scotland sometime between the 11th and 13th centuries there is little in the way of documented evidence until the first written record of the process and consumption of Scotch whisky appears in 1494.
LUXURY ITEMS Whether the product is a 12 year old Scotch whisky or a fine bottle of Couvousier brandy, they are luxury items that are often given as gifts. Brand owners are mindful that they
face robust competition; consumers may even on occasion be tempted to switch products and try something new. This means that brands need to be well defined if they want to retain and grow market share. On-pack labelling and secondary packaging must support support premium pricing and mark the product out as being ‘something special.’
PRESENTATION AND PROTECTION Packaging for spirits is more than presentation and protection, its theatre. Packaging enables the marketer to put a face to a product, it provides an item with personality. When the product’s personality clicks with a purchaser, it can leave a lasting inpression enabling the brand owners to carry that identity over to any line extensions such as spirit presentaion gift packs and miniatures. As many of the whisky, brandy and
other spirit brands are well established, the design of labels and secondary packaging
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November 2018
convertermag.com
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