Insights / Perspectives

Spirits Premiumization & Package Design

Even amidst economic stress, alcohol remains a small luxury for many consumers. There is a splurge-and-save mentality, with people cutting back on basics to treat themselves with premium, aspirational products like alcoholic beverages. According to Nielsen, 31% of consumers prefer quality over quantity when it comes to their drinks, and package design is a great way to communicate premium quality.

Creating Experiences

Today’s consumers are looking for more immersive experiences and are “willing to pay more for products that satisfy them on a more experiential level.” (GlobalData) Packaging graphics can create interactive experiences through QR codes, virtual reality, and augmented reality labels. Structural details like multi-functional closures can also provide unique and engaging experiences. Pastis 12/12 uses the exclusive Julia premium glass bottle developed by Berlin Packaging | Bruni, with a custom-designed cap that is more than a simple bottle closure. The cap is inspired by the traditional French game pétanque and has a detachable ball that allows consumers to play the game while enjoying the fun and flavorful spirit.

Pastis 12/12

Showcasing Authenticity

According to a recent GlobalData study, three out of four consumers consider product/brand authenticity essential or nice to have when making purchase decisions. In an increasingly crowded market, it’s important for spirits brands to share their story through design. Authentic brands build trust and loyalty with consumers. Whether it’s focusing on brand origins, regionality, heritage, family history, or something else that makes the distillery special, package design that shares an authentic message can connect with consumers. Studio One Eleven created a custom bottle and label design for Regimental Spirits. The canteen shape bottle and patriotic graphics speak to the brand’s military heritage, working together to tell a compelling a meaningful story.  

Regimental Spirits

Leveraging Secondary Packaging

Secondary packaging plays a critical role in creating a premium perception for a brand. Unexpected and luxe materials like wood and leather can elevate a product and differentiate from the competition. Special touches like interior printing, tactile elements, and unique handles and closures can leave a lasting impression. And limited-edition offerings, exclusive packs, and collectible keepsakes can create a sense of prestige and specialness. Studio One Eleven created custom packaging for the Bootleg Series by Heaven’s Door, a line of limited-edition, super-premium whiskeys named after Bob Dylan’s famous album collection. Inspired by Dylan’s journals filled with his artwork, sketches, music, and writings, the design team created a leather journal to showcase the Bootleg Series’ unique whiskeys. The case opens to reveal a ceramic bottle decorated with one of Bob Dylan’s original paintings.

Bootleg Series by Heaven's Door

Executing Minimal Design

The minimalist design trend has gained momentum over the last several years. Consumers often associate minimal package design with premium or “clean” products with higher quality or fewer ingredients. The perfect shape, size, silhouette, materials, finishes, ergonomics, and more can elevate a minimal pack design. Blackland Distillery complements their small, simple label with a special bottle design. The custom bottle has a sophisticated silhouette and utilizes custom color-matched glass with symmetrical rib details. The minimal packaging has maximum impact.

Blackland Distillery

By: Moira Stein
Date: July 30, 2024