Alcohol packaging is designed to align with specific drinking rituals
Implications - Encouraging consumers to associate particular products with specific rituals, alcohol brands are adopting packaging designs that enhance activities. Whether tying the product to a television program or event, this specialized approach to branding helps alcohol brands stand out on the shelf.
Workshop Question - How could your brand utilize your packaging to create a ritual-based format in order to engage the consumer as they open your product?
Trend Themes
1. Ritual-centric Packaging - More alcohol brands are adopting packaging designs that enhance activities, tied to specific rituals, which creates opportunities for packaging designers to explore innovative designs to better connect with customers.
2. Fantasy and Video Game-inspired Beers - Collaboration between brewers and entertainment brands can create a unique line of beers inspired by pop culture and target a particular audience, opening doors to more creative concepts for both industries.
3. Creative and Edible Packaging - Innovative designs in alcohol packaging can include using edible materials to create a unique tasting experience, or designing packaging that recreates the aesthetics of cocktails or fast food meals to enhance the overall customer experience.
Industry Implications
1. Alcohol - More innovative packaging designs in the alcohol industry, including ritual-centric and pop culture-inspired packaging, can better connect with customers and appeal to a wide range of demographics.
2. Entertainment - Collaborations with beverage companies can create unique limited-edition collections to promote a particular movie or TV show, providing fans with a new way to experience their favorite entertainment brand.
3. Packaging Design - Creating innovative packaging designs using unconventional, edible materials or eye-catching replicas of cocktails and fast food can create an impactful experience for customers, resulting in a more memorable and satisfying purchase.
