Packaging that Boosts Summer Alcoholic Beverage Sales

This year in the USA, alcohol beverage revenues are expected to reach more than USD $300bn. This includes more than US$184bn of at-home (e.g., grocery stores, convenience stores) revenue, and more than of US$120bn of out-of-home (e.g., restaurants, bars) revenue. Further, the Wine & Spirits Wholesalers of America reports from the March SipSource data that growth has been strong for four years for premixed cocktails (up 6.6%), tequila/agave spirits (up 1.5%), and wine (up 3.5%).

With the warmer weather upon us, it’s important for brands to understand the shopper experience when it comes to choosing summer alcoholic beverages, and packaging plays a huge role in the path to purchase. Not only is packaging featured in most brand communications, it plays a huge role in in-store decisision making and allows brands to break through and differentiate.

Summer shoppers seek out a variety of key features in their summer beverage choices. For example, they look to smaller packages for portability and ease of use at picnics, barbecues, beach trips, and other outdoor events. And, shoppers are attracted to vibrant, colorful, and eye-catching packaging that makes beverages feel more festive and summery.

Let’s take a closer look at some stand-out packaging for summer alcoholic beverages.

Ordinary to extraordinary packaging

A key feature of packaging that effectively drives sales is that it takes something ordinary and makes it extraordinary while staying true to the brand.

Many brands, like Captain Morgan Sliced, Miami Cocktail, and Party Can, have created colorful, artistic summer cans and bottles that create a sense of fun and excitement. Their artistic designs make the brands easy for loyal shoppers to find on crowded shelves and stand out as unique to shoppers seeking something new.

In years past, Coors Light led the pack with their creative beer bottles that changed color once they’re cold enough. This year, Pabst Blue Ribbon is celebrating its 180^th birthday which means, obviously, they’ve designed a 180-count package. Perhaps extreme and almost too awkward to carry, this quirky, attention-grabbing package design perfectly aligns with the brand’s distinctive approach to marketing.

Perfectly portable packaging

When summer rolls around, consumers need beverage packaging that travels safely and easily to outdoor activities like camping, fishing, picnicing, or BBQ trips. A 180 count package may not suit an afternoon BBQ, but smaller containers are perfect for picnics, parties, and other on-the-go situations as they fit easily into luggage, backpacks, and purses. Small bottles suit the summertime perfectly for many other reasons as well.

• Convenient portability: Lightweight packaging of single-serving, ready-to-drink, and pre-mixed beverages eliminates the need for shoppers to purchase and juggle multiple larger bottles to outdoor events.
• Focus on freshness: Single serve packaging helps to maintain the freshness and taste for a longer period of time.
• Drink and discard: Unlike larger bottles, smaller bottles can be quickly enjoyed and recycled rather than carted back home risking broken containers or spillage. Smaller containers can also serve to reduce waste by casual drinkers who may not consume a larger container.
• Mix and max: And of course, smaller packaging gives brands the opportunity to create seasonal summer assortments and themed collections that enhance brand visibility and increase customer engagement. It’s an opportunity to help consumers sample new brands or types of alcohol while also minimizing the risk of purchasing a product they may not enjoy.