North Americans like their libations. This is nothing new. What is new is the fact that now, more than ever before, smaller brands of beer, wine and spirits are outpacing bigger brands and claiming a bigger share of the alcohol market.
According to a recent Technomic article, “Many of the categories and brands that dominate the industry are being challenged. The trend creates increased competition for shelf space in bars and at retail and for consumer dollars in 2015. The monster categories such as light beer and vodka are feeling the heat from the likes of craft beer and bourbon, and the legacy brands are increasingly pitted against upstarts in the battle for operator attention and consumer occasions.”
You can read more about this here: https://www.technomic.com/Pressroom/Releases/dynRelease_Detail.php?rUID=350.
So, what are customers looking for, besides great taste or something different, when they head in for their libations? What turns their head on store shelves, and what makes them pick one brand over all others? The job of enticement falls to your packaging. Your product packaging is your voice on LCBO and Beer Store shelves. It is what needs to connect with the customer, pique their interest and entice them to purchase.
When it comes to custom packaging, what does the trick?
- Eco-friendly packaging. These days, far more consumers are conscious about the impacts packaging will have earth-wise, and so many will choose an eco-friendly packaged product over one that is not so earth conscious. Make sure that you keep this in mind when designing custom packaging, going for a smaller footprint and less waste.
- So many companies are trying to one-up their competitors with innovation. A box that is a box is great, but if a box is a box, a nightlight, and a kitchen sink all-in-one, that’s even better. But seriously, innovation can lead to sales. Check this out for great beer packaging innovation out of Papua New Guinea: http://ptibox.com/creative-packaging-genius-the-multi-purpose-package/.
- Emotional connection. When you create an emotional connection with consumers, a bond is built. When customers feel something at the shelf, this can quickly translate to sales – and loyalty! How do you create that connection? A great design is a good place to start. Follow that great design with colour that considers colour psychology – you can read all about this here: http://ptibox.com/creative-packaging-the-psychology-of-colour/. Make sure to boost that design with high-quality printing and manufacturing that works to bring your packaging to a new level.
Customers know what they want, but they also like new things. It is this desire for something new that has led to such huge market gains being made by smaller brands.
Want to grab your own piece of the pie? Contact Packaging Technologies Inc. today to get a custom packaging strategy in place. 1-800-303-5883.
