Whisky industry has been growing rapidly over the last few years due to rising popularity of the premium and super-premium segment among brand-minded customers and ‘whisky fanciers’. Thus, the growing trend of super-premium whisky consumption has forced whisky companies to spend huge on enhancing the appearance of their whiskies so as to make them conspicuous when stocked. In the case of distilleries that request a unique approach to their high-end spirits to reflect their brand’s history and values, custom boxes provide an opportunity.
This trend is evident in the continuous growth of the whiskies, particularly the premium brands in the market.
The whisky market was worth $59. 6 billion in 2021 and expected to register a growth of 5. 8% for the years 2022-2030 (ResearchAndMarkets. com). Such a trend is mainly associated with the continuously rising sales of premium and ultra-premium whiskies among millennials and Gen X consumers. It is a luxury product that people purchase because it is a luxury, a symbol of status or a collectors item to the whisky connoisseur. This segment differs from the others as it does not emphasize on the quantity of consumptions but rather on offering the quality and the differentiation in tasting.
While premiumisation is acting as a booster for the whisky brand in terms of profitability, custom packaging becomes a justified proposition to give a premium tag to the product. I was wondering how so much thought could be given to the unboxing and the presentation of the whisky because it will set the tone, the standard or the expectations regarding the quality of the whisky being sold and the sophistication of the consumers’ taste when it comes to the whiskies that are considered premium.
Whisky packaging involves a number of tasks ranging from protection during the storage period to the physical appearance of the packaging to the public. Primary considerations for whisky boxes include:Primary considerations for whisky boxes include:
On the one hand, clear glass bottles ensure transparency concerning the product; on the other hand, a carton is an effective way to convey the brand personality and positioning. For example, artisanal distilleries might go for Kraft boxes with artisanal appeal, while status-oriented brands may use sophisticated luxury boxeswith foil or embossing.
This way brands get to fulfill the customer’s expectations with the hope of finding something special once they open the box.
Several customisation techniques can level up branding and unboxing delight for premium whisky packaging:Several customisation techniques can level up branding and unboxing delight for premium whisky packaging:
Premium Materials: This can be by utilising thick premium card stock, wood, leather, velvet, or metal to give the structure the required rigidity as well as the touch feel.
Textures & Coatings: Tactile/Texture-coating types are Linen, Kraft, matte/gloss varnish, soft-touch, and embossing; spot UV & foil stamping add a visual texture.
Vibrant Graphics: Print quality can be enhance by the use illustration, patterns, logos, typeset and other graphic designs that reflect brand personality.
Distinct Shapes & Closures: Creatively shaped beyond simple rectangles as well as designs that incorporate faux luxury magnetic fastening or ribbon sash.
Enclosed Items: Custom bottles, tasting glasses, coasters, booklets, branded ice cubes […] These added extras embody the premium positioning of the brand.
Personalisation: To create such intimate brand connections foil stamped names or initials, handwritten notes, custom labels help in identifying the foil stamped names or initials, the handwritten notes, the custom labels.
Sustainable Materials: Promises of going green through the use of such substitutes as bagasse paper imply a change from plastics.
Although aesthetics such as attraction to the carry and show pull, protective partitions, effective utilization of cavity spaces, robust built, and easy grip handles are considerate.
In the case of old and established brands of whisky, the custom packaging means that customers can get an actual touch and feel of the brands and their histories. Flavours such as fruits, spices and woods can be established to underscore founding stories, cultural heritage, distinct cask finishes, or other aspects of brand identity.
For instance, Aberlour enriched its 2019 Casg Annamh expression through the storytelling of the “Rare Cask” story on the packaging label. MORE JAPANESE BRANDS pay homage to the Scotch whisky that inspired them by using characters and illustrations inspired by art.
It is new brands that are into beverage manufacturing that depict revolutionary American history through theirMESSAGES IN A BOTTLEcustom box series such as Sons of Liberty Spirits. Where off-the-shelf sales representations merely hint at the potential for craft and vision, a custom whisky packaging box spells out brands in ways their standard counterparts do not.
In congested liquor store aisles, the ability to make boxes stand out is mission critical. Through survey conducted customers have preference on custom shapes and the premium feel of the tactility over normal rectangular boxes. The strategic placement of graphical elements also enhances product visibility in the aisles as well as brand visibility.
For gift celebration occasion or other occasions requiring gift boxes, flocked lined boxes, magnetic frame with slide out tray, and clear viewing panels allow customers to appreciate bottle outlook without opening.
However, with shot and very specific modifications, custom boxes have become more affordable and sustainable. Brands can realize exotic packaging concepts from the ideas developed here by engaging the correct supplier that can employ innovative cutting and graphic application methods on sustainably harvested cardboard materials at reasonable prices.
Low MOQs as well as free structural designing, virtual 3D preview and also the in-house finishing services also provide great flexibility for creating limited whisky editions. Recyclable and biodegradable materials such as paperboard make custom boxes cost effective and environmentally friendly hence the growing embrace of eco-friendly products across industries.
Custom packaging emerged as the perfect fit for the new-age whisky producers seeking to lay exclusive and stand apart in the congested space. As consumers become selective about quality and brand image that appeals to their senses, discovery of brand stories, bespoke packaging boxes help in alignment of packaging and product for creating memorable brand associations. Just as whisky matures with the years, so will the craft of luxury custom boxes increase as both the brands themselves and the whiskies they contain strive for even loftier heights of luxury and invention in the golden age for whiskies.