For those of us who currently work in the beverage industry, the power of packaging has never been more important—new entrants into the space can literally live or die by it. With the global marketplace becoming more crowded, the opportunity to get noticed on-shelf or online is more competitive than ever.
My experience is in a very specific segment of the alcohol beverage industry (low-alcohol wine), but the insights that I have gleaned are applicable across the spirits and beverage industry. These can even be extended to food and consumer packaged goods (CPGs) as well. All brands are trying to reach consumers, break through the clutter, make an emotional connection, drive loyalty and repeat purchase. It’s a tall task and a huge ask, but those of us who are building brands and trying to be innovative in the complex world of consumer goods know that the success or failure of our products can hinge on the packaging. This truly is an industry where it is entirely appropriate to judge a book by its cover—and where a first impression is definitely everything.