Drink With Your Eyes™

Why Consumers Purchase Package Over Product

One of the keys to creating a successful alcohol beverage brand that breaks through the ever-growing crowd of offerings is exceptional design and packaging. There is no question about it: with all sorts of consumer products including alcoholic beverages, visually appealing packaging piques our interest, invites trial, and assists our recall of a brand we tried. New research even suggests that packaging even affects our taste perception of the quality of the product.

If … Continue reading

6 telltale signs that it’s time for a package redesign.

Whether you’re a boutique producer or a multi-million case global brand, the time will inevitably come for a package redesign. For better or for worse, market success simply doesn’t allow for stagnancy – it demands change to keep up with trends, expanded product lines, and maintain engagement with your core consumers.

In this article for Wines & Vines that Jane Firstenfeld interviewed me for in May 2014, I touch on … Continue reading

Black labels were once assumed to be recessive and ominous, but today black is one of the hottest new colors in alcohol packaging.

Your packaging is, in many cases, the first experience the consumer has with your brand. Use of color can communicate volumes to your consumer before they ever pick up your product.

Black has been a standard in sectors like consumer electronics and automotive for years, but was considered taboo for the food and beverage categories. Previously thought … Continue reading

With the marketplace becoming increasingly crowded, learn how to make your packaging POP on shelf.

With the introduction of new products, package redesigns, and an abundance of general point of sale materials, the wine and liquor isle at your favorite market can be a tough place to compete for the consumer’s attention – all the more reason your packaging needs to POP!

1. Ensure you are reaching your core consumer in the best way:

Take the time to do a little … Continue reading

Packaging is a crucial driver of initial trial, perception of quality, and repurchase decisions.

Numerous studies have been conducted to determine the extrinsic versus intrinsic factors when consumers are making their purchase selection. One common theme appears across many of the studies: if a consumer likes the packaging they will be more likely to both purchase and enjoy the product. The key is to set appropriate quality and price point expectations, connect with your consumers’ lifestyles, and deliver against brand … Continue reading