As the sun begins to warm our days and the scent of barbecue fills the air, it can only mean one thing: summer is on its way! Marking the start of summer, Memorial Day sets the stage for us to explore the trends influencing the packaging of our favorite alcoholic beverages, setting the tone for the season ahead.
1. Sustainable Sips:
In a world increasingly concerned with environmental impact, sustainable packaging is more than just a trend—it’s a necessity. Brands like Bonterra Organic Vineyards are leading the charge by offering wines packaged in eco-friendly, recycled glass bottles. Additionally, Bonterra prioritizes the use of sustainable packaging materials and practices to minimize environmental impact, including the use of recycled and recyclable materials, reducing packaging weight and size, and exploring innovative packaging solutions. Not only does this appeal to environmentally conscious consumers, but it also helps to reduce the carbon footprint of our summer celebrations.
Sustainability in packaging is an ever-growing consumer expectation, and brands can learn from leaders like Bonterra Organic Vineyards in effectively communicating their initiatives. Bonterra excels in on-pack messaging, in-store materials, and online information, providing both accessible overviews and detailed insights. To capitalize on this trend, brands must strike a delicate balance between sustainability goals, consumer expectations, and business objectives. Shopper research is key, uncovering the language nuances and drivers of influence to guide communication strategies. By transparently conveying sustainability efforts and aligning with consumer values, brands can build trust, strengthen their reputation, and drive consumer loyalty in the long term.
2. Portable Perfection:
Convenience is key when it comes to summer sips, and brands are offering a variety of portable options to meet this demand. Underwood and Union Wine Co. lead the way with their canned wine offerings, providing a convenient and lightweight alternative to traditional glass bottles. For those seeking single-serve options, consumers can explore wines in aluminum bottles, portable Tetra Paks, or even wine in pouches or sacks. These portable packaging options ensure that consumers can enjoy their favorite beverages anywhere, from picnics in the park to beachside bonfires, without compromising on taste or convenience.
To leverage portable packaging trends effectively in the alcoholic beverage market, brands must understand the unique occasions and portability needs of their products to ensure that their portable options resonate with consumers and add incremental occasions. By targeting outdoor and on-the-go consumers through collaborations with retailers and event organizers, brands can capitalize on these insights and position their products as ideal companions for specific activities. This strategic approach not only enhances consumer satisfaction but also opens up opportunities for upcharging and expanding market share.
3. Thematic Touches:
With Memorial Day kicking off the summer season, many alcoholic beverage brands are incorporating thematic elements into their packaging to capture the spirit of the holiday. Budweiser often releases special-edition packaging for holidays like Memorial Day, featuring patriotic motifs such as the American flag, stars and stripes, and red, white, and blue color schemes. These limited-edition cans and bottles not only add a festive touch to summer gatherings but also serve a deeper purpose.
For example, Budweiser’s 2023 thematic bottle highlighted their 13 years of partnership with Folds of Honor, an initiative that provides life-changing scholarships to the spouses and children of fallen or disabled U.S. service members and first responders. By tying thematic packaging to social goals like supporting veterans and their families, brands can credibly demonstrate their commitment to important causes while supporting long weekend sales. This approach resonates with consumers who value brands that align with their values and are more likely to support products with a meaningful purpose behind them.
4. Personalized Picks:
In a market saturated with options, personalization is becoming increasingly important for consumers looking to make a statement with their purchases. Many alcoholic beverage brands offer personalization options, allowing customers to create unique and memorable experiences. Woodford Reserve, for example, offers personalized engraving services on their bourbon bottles, where customers can add custom messages or names for special occasions. Similarly, Johnnie Walker provides personalized engraving services on their bottles, allowing customers to add a personal touch to their favorite blends. These brands understand the value of personalization in creating meaningful connections with their customers and providing them with customized options to celebrate special moments in their lives.
Alc Bev brands can incorporate personalization in various ways beyond just engraving high-end bottles of spirits. One approach is to offer mix-and-match cases of their products, allowing customers to create customized assortments tailored to their preferences. For example, brands could offer online platforms where customers can select their favorite flavors or varietals to create a personalized case of wine, beer, or spirits. Another option is to provide customization options for packaging or labeling, such as allowing customers to add their name or message to a product label or choosing from a selection of themed packaging designs. By incorporating personalization into their offerings, brands can enhance the customer experience, foster brand loyalty, and differentiate themselves in a competitive market.
As we gear up for the summer season and the festivities surrounding Memorial Day, it’s essential for alcoholic beverage brands to stay ahead of the curve and embrace these packaging trends. However, it’s not just about following the crowd; it’s about understanding the unique needs and desires of consumers and aligning those with brand values. Sustainable packaging, portable options, thematic touches, and personalized picks are more than just buzzwords—they’re opportunities for brands to connect with consumers on a deeper level and stand out in a crowded market. To ensure success, it’s crucial for brands to validate these changes with shopper research and understand what truly resonates with their target audience. If you’re interested in delving deeper into these trends and how they can benefit your brand, don’t hesitate to reach out to Explorer Research. Together, we can explore these opportunities and help your brand thrive in the ever-evolving landscape of the alcoholic beverage market. Cheers to a summer filled with innovation, sustainability, and unforgettable experiences!
