Packaging Archives - Drink With Your Eyes®

The Private Label Opportunity and Bulk Spirits

March 25, 2025 by David Schuemann Leave a Comment

Published in the Spring 2025 issue of Artisan Spirits Magazine.

“Private labels are growing and growing strong.” – Simon Cutts, Senior Director of Retail Partners, SPINS Research Firm (RetailWire, November 2024)

According to a November 2024 Supermarket News report, sales of private label alcohol brands were up 12% over the past 52 weeks, up 15% year-to-date, and up 23% in comparison to 2022. Private label brands provide an extraordinary opportunity to generate an additional source of revenue.… Continue reading

Beverage Container Deposit Laws – Coming to a State Near You!

January 10, 2025 by David Schuemann Leave a Comment

Published in the Fall 2024 issue of Artisan Spirits Magazine.

Many states have enacted or are in the process of enacting Beverage Container Deposit Laws that will have ramifications on your packaging.

Meant as a step in litter prevention and reduction, these laws set up a deposit and refund system for beverage containers of various sizes and materials. Many states already have them in place for non-alcohol beverages, but now select states are expanding the rule to include alcohol beverages … Continue reading

Purchasing Efficiencies & Lead Times

August 27, 2024 by David Schuemann Leave a Comment

An uncertain start to 2024 left many customers limiting their discretionary spending and distillers looking for ways to cut costs or postpone supply reorders until they understood the financial impact of the market shift.

Luckily, finding purchasing efficiencies not only reduces your cost in the long run, but it also has the added benefit of allowing you more control over lead times.

Purchasing Efficiency
Here are some strategies for incorporating purchasing efficiencies, their benefits and potential watch outs … Continue reading

Setting the Stage for Growth for
Sonoma Distilling Co.: A Case Study

January 3, 2024 by David Schuemann Leave a Comment

Published in the Winter 2024 issue of Artisan Spirits Magazine.

In 2020, Corning & Company made the decision to revamp the packaging for their line of whiskeys under the Sonoma Distilling Co. brand.

The brand had recently undergone a packaging redesign with another agency, however, as they grew into a larger-scale facility and expanded their product line to specialty products, the necessity for developing a flexible packaging system became clear. In addition, their brand wordmark was used inconsistently across the … Continue reading

Packaging & the Lifecycle of Your Brand

August 31, 2023 by David Schuemann Leave a Comment

Published in the Fall 2023 issue of Artisan Spirits Magazine.

Packaging is one of the most integral parts of your brand.

It is your 24/7 salesperson that advocates for your product, so nailing your packaging design is crucial. It’s also not a set-it-and-forget-it feature only to be addressed when your packaging stops hitting the mark. Instead, your packaging should continually evolve over time to suit the changing and hopefully growing needs of your brand.

Here are some key milestones along … Continue reading

Your Brand & RTDs

July 19, 2023 by David Schuemann Leave a Comment

Published in the Summer 2023 issue of Artisan Spirits Magazine.

Does it make sense? Should you extend into RTDs? Here are some key considerations.

So, you’re looking to get into the ready-to-drink category, and you’re probably wondering where to begin. Maybe you have spirits aging in barrels and need to gain revenue while they mature. Maybe you’re ready to appeal to a different segment of the market. What should your design look like? Well, before you dive into branding, you … Continue reading

Today’s Supply Chain & Your Craft Spirits Brand

June 22, 2022 by David Schuemann Leave a Comment

Published in the Summer 2022 of Artisan Spirits Magazine.

If there was ever a time to consider lead times and logistics as they relate to your craft spirits brand, it is now.

Shipping delays. Supply chain complications. Widespread shortages. Freight costs have skyrocketed, and lead times have doubled or tripled. Raw material scarcities, labor shortages, natural disasters, wars, and enduring effects of the COVID era have impacted industries around the world, and in some cases, changed the landscape altogether. These … Continue reading

A Story of Two Roads – The Marketing-Driven Route

April 14, 2022 by David Schuemann Leave a Comment

Published in the Summer 2021 of Artisan Spirits Magazine.

This is the third and final article in a series that covers the road to market. In Part Three, we will cover the increasingly popular marketing-driven route to develop your spirits brand and bring it to market. This method saves a huge amount of regulatory and facility-focused time and resources, freeing up bandwidth and capital for you to focus on brand development, marketing, sales, distribution, and expansion. This method is far

Hand Sanitizer & Your Craft Brand

July 13, 2020 by David Schuemann Leave a Comment

Published in the Summer 2020 of Artisan Spirits Magazine.

If there was ever an opportunity to both support your local community and build brand awareness for your distillery, it is now.

With tasting rooms, restaurants, bars and many retail outlets shutdown over the past couple months due to Covid-19, many distilleries saw a freefall in sales. Once the legal hurdles were cleared, many distilleries quickly shifted to producing hand sanitizer instead of their high-quality, craft products. This shift in production … Continue reading

5 Trends in Craft Spirits Packaging

February 6, 2019 by David Schuemann 2 Comments

Published in the Spring 2019 issue of Artisan Spirits Magazine.

The craft spirits boom has flooded the market with thousands of new brands that have successfully carved out a niche for themselves by leveraging package designs that promise quality through evocative design and hand-crafted sensibilities.

Over the past few years, many trends in craft spirits packaging have emerged. Some work well, others may be played out and one may be gaining traction. There is no silver bullet, however, knowing the … Continue reading

Going Green – Earth Conscious Packaging Options for Alcohol Beverage Branding

September 9, 2015 by David Schuemann Leave a Comment

4 ways alcohol beverage producers can reduce their packaging carbon footprint without sacrificing functionality or design.

Wineries and distilleries alike are showing their support for the environment by employing sustainable practices when it comes to their packaging. As consumers become more environmentally conscious, advances in sustainable materials and technologies are providing plenty of options for producers to “go green”.

Bottles:

While glass bottles have always been the gold standard for wine packaging, more recently, some cost sensitive and earth conscious … Continue reading

Copyright vs. Trademark for Alcohol Beverage Branding

September 4, 2015 by David Schuemann 2 Comments

Navigating the legal waters of intellectual property can be tricky – here’s what you need to know when it comes to the two most common terms.

Ensuring your brand is legally protected is crucial if you’re going to compete in the ever-crowding alcohol beverage market. When it comes to developing your logo, package design, and other intellectual property, it’s important to know the difference between Copyright vs. Trademark so that you know what to protect, and how. Failing to ensure … Continue reading

The Dos and Don’ts of Label Hierarchy for Alcohol Beverage Branding

June 25, 2015 by David Schuemann Leave a Comment

When consumers are choosing a wine, spirit or beer from the shelf or at a restaurant, they are influenced both by analytical and aesthetic cues provided by the packaging and its label hierarchy of information. Here’s what you need to know about this delicate balance to influence consumers to choose your product over your competitor’s.

Typical Hierarchy

In very general terms a typical label hierarchy from most prominent to the least prominent is as follows:

Brand Name
Product Type/Flavor (Gin,

Revolutionary vs. Evolutionary Redesign for Alcohol Beverage Branding

February 16, 2015 by David Schuemann Leave a Comment

Published in the Fall 2019 issue of Artisan Spirits Magazine.

A great redesign can reinvigorate a brand, but it’s crucial to choose correctly between making a Revolutionary vs. Evolutionary redesign.

It’s a common belief that the motivation for a package design change is largely in the hands of the brand´s owners, but in actuality it’s the competition that compels the need for change.

The brand owners, however, must spend the time to diagnose their brand thoroughly in order to decide … Continue reading

Alcohol Beverage Branding: Will Capsules Become a Thing of the Past?

February 2, 2015 by David Schuemann 4 Comments

Rising dry goods costs, new innovations and tamper-safe concerns may lead to the end of capsules as we know them.

Key phrase here – as we know them.

Capsules have long been thought as the finishing element on a bottle of alcohol, a secondary closure over a cork or other bottle closure that acts as the “crown” finishing touch on a bottle for wine and spirits – but a shift has been gaining momentum in recent years.

The 3 developments … Continue reading

The Pros and Cons of Custom Glass in Alcohol Beverage Branding

January 30, 2015 by David Schuemann Leave a Comment

Custom glass bottles can provide a unique look and provide large brand benefits, but brand owners must evaluate the pros and cons.

Everyone knows that your alcohol brand package has to work hard on the retail shelf and on the back bar to attract consumer attention. Custom bottles are a powerful way to achieve this end, especially when finished with complimenting packaging components.

But brand owners must fully consider the ramifications of committing to a custom bottle before … Continue reading

Why Color Matters for Alcohol Beverage Branding

January 25, 2015 by David Schuemann 1 Comment

Color in branding plays an integral role in reaching your consumer, driving engagement and boosting SALES.

Color, though one of the most obvious elements of your brand’s identity and packaging, is often one of the most overlooked, underleveraged and misunderstood. Below, I discuss how color can impact your branding and marketing efforts along with the three reasons to leverage color in your alcohol packaging.

3 Reasons to Leverage Color in Your Alcohol Packaging

Color Communicates Your Product’s Key Attributes

Since … Continue reading

Leveraging Confirmation Bias in Alcohol Beverage Branding

January 18, 2015 by David Schuemann Leave a Comment

Whether we are aware of it or not, deeply rooted subconscious cultural assumptions often drive our purchase intent and reinforce our decision after purchase.

Confirmation bias is the tendency for people to favor information that confirms their preconceptions or hypotheses regardless of whether the information is true. As a result, people gather evidence and recall information from memory selectively, and interpret it in a biased way. The biases appear in particular for emotionally significant issues and for established beliefs.… Continue reading

The Psychology of Wine Labels for Alcohol Beverage Branding

January 13, 2015 by David Schuemann Leave a Comment

Jonathan Becher is a technology and marketing expert and the Chief Digital Officer at SAP. He recently wrote a Forbes article entitled, “The Psychology of Wine Labels” and was kind enough to reference my book, 99 Bottles of Wine:

“In his new book, 99 Bottles of Wine: The Making of the Contemporary Wine Label, Schuemann reveals the strategy behind the company’s most successful packaging designs. The book contains a wide variety of photographs of some of the most eye-catching … Continue reading

How to Write an Outstanding Creative Brief for Alcohol Beverage Branding

January 13, 2015 by David Schuemann Leave a Comment

A thorough creative brief is the secret to getting the most effective, targeted, high-quality work possible from your creative agency.

Why Write a Creative Brief?

It includes key contacts
It captures all background information and mindshare
It connects objectives with strategic sales initiatives
It outlines all deliverables
It includes budget and timelines
It defines your audience
It sets style, tone and creative parameters
It includes any brand guidelines
It outlines production parameters and limitations
It establishes ideal COGs (Packaging/Print)
It

Wine Packaging & Disruptive Alcohol Beverage Branding

January 10, 2015 by David Schuemann Leave a Comment

It’s time to get disruptive with your wine packaging or risk becoming invisible to consumers.

As the number of brands in the wine industry continues to skyrocket, the task ahead for marketers is more difficult than ever. In 2014 alone, the TTB approved over 100,000 new wine labels. Compounding the issue is the wine consumers’ declining ability to differentiate between this myriad of choices within a category where product attributes overlap considerably. With the number of SKUs on-shelf growing at … Continue reading

The Importance of Proper Tiering in Alcohol Beverage Branding

January 9, 2015 by David Schuemann 2 Comments

Distinct pricing, clear hierarchy, product connection, and thoughtful planning are crucial for consumer engagement and vertical growth.

Proper tiering plays a powerful role in alcohol beverage branding. Designing the packaging appropriately for each price point, product type and quality level is crucial in order to avoid confusion amongst the various tiers. A properly designed system will help attract consumers seeking products at particular price points and provide a strong family look for your brand portfolio. If designed improperly, products in … Continue reading

Packaging vs. Advertising for Alcohol Beverage Branding

January 7, 2015 by David Schuemann Leave a Comment

3 Reasons Why Packaging Can Drive Sales More Than Advertising.

Packaging and advertising are both crucial components to any marketing mix, but which one has more influence at the time consumers make their purchase decision? More importantly, which one is giving you a better ROI?

The correct balance of investment between packaging and advertising is even more crucial for smaller brands with limited budgets. Packaging is a proven ally on the front lines of the retail environment.

Here are 3 … Continue reading

How to Research a Package Effectively for Alcohol Beverage Branding

January 6, 2015 by David Schuemann Leave a Comment

While no consumer research is foolproof, following simple steps can ensure you avoid making critical mistakes (and wasting a lot of money) when conducting research on a new package design.

There’s nothing like having that extra security of research to validate what your gut-instinct is telling you about your packaging. Here are 3 suggestions to consider for your next research project:

Plan Ahead – What do you want to learn or confirm?

Make sure the research you will conduct can … Continue reading

The Heart of Every Successful Brand for Alcohol Beverage Branding

January 5, 2015 by David Schuemann Leave a Comment

Every brand has a story. Tell it well and you’ll give your customers a reason to believe and, better yet, to buy.

Volumes have been written about how to build a strong brand, but where should you start? While there are many ways to develop strong brands, there is a common DNA that runs throughout all successful alcohol brands — a strong, well-thought-out and clearly defined brand essence.

The brand essence is the most elemental part of your brand.… Continue reading

The 80/20 Rule for Alcohol Beverage Branding

January 3, 2015 by David Schuemann Leave a Comment

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

Alcohol Beverage Branding: Professionals Never Seem Expensive Once You’ve Paid Amateurs

January 2, 2015 by David Schuemann Leave a Comment

Why bargains for design and branding services may not be such a great deal after all.

Over the past few years there have been an alarming number of stories from colleagues and clients alike that were burned by a “bargain” from a design firm or freelancer. Initially thinking they were getting a deal they later discovered their projects ended up costing them a small fortune in time and money and/or results that fell short of expectations. Here are a few … Continue reading

When it’s Time to Redesign for Alcohol Beverage Branding

December 31, 2014 by David Schuemann Leave a Comment

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

Back in Black: Alcohol Beverage Branding Goes to the Dark Side

December 18, 2014 by David Schuemann Leave a Comment

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

Alcohol Beverage Branding: Making Your Package POP on Shelf

December 16, 2014 by David Schuemann Leave a Comment

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 to make your packaging POP!

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

Take the time to do a little … Continue reading

3 Reasons Exceptional Packaging Will Benefit Your Alcohol Brand

December 15, 2014 by David Schuemann 4 Comments

Published in the Spring 2018 issue of Artisan Spirits Magazine.

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

The overwhelming number of choices in the marketplace makes choosing a wine, beer, spirit or any other product a difficult task. Exceptional packaging can be one of the keys to cutting through the noise and standing out from the crowd.

The three reasons exceptional packaging will benefit your brand:

Invites Trial

Numerous studies have been conducted … Continue reading

“Private labels are growing and growing strong.” – Simon Cutts, Senior Director of Retail Partners, SPINS Research Firm (RetailWire, November 2024)

Many states have enacted or are in the process of enacting Beverage Container Deposit Laws that will have ramifications on your packaging.

An uncertain start to 2024 left many customers limiting their discretionary spending and distillers looking for ways to cut costs or postpone supply reorders until they understood the financial impact of the market shift.

In 2020, Corning & Company made the decision to revamp the packaging for their line of whiskeys under the Sonoma Distilling Co. brand.

Packaging is one of the most integral parts of your brand.

Does it make sense? Should you extend into RTDs? Here are some key considerations.

If there was ever a time to consider lead times and logistics as they relate to your craft spirits brand, it is now.

If there was ever an opportunity to both support your local community and build brand awareness for your distillery, it is now.

The craft spirits boom has flooded the market with thousands of new brands that have successfully carved out a niche for themselves by leveraging package designs that promise quality through evocative design and hand-crafted sensibilities.

4 ways alcohol beverage producers can reduce their packaging carbon footprint without sacrificing functionality or design.

Navigating the legal waters of intellectual property can be tricky – here’s what you need to know when it comes to the two most common terms.

A great redesign can reinvigorate a brand, but it’s crucial to choose correctly between making a Revolutionary vs. Evolutionary redesign.

Rising dry goods costs, new innovations and tamper-safe concerns may lead to the end of capsules as we know them.

Custom glass bottles can provide a unique look and provide large brand benefits, but brand owners must evaluate the pros and cons.

Color in branding plays an integral role in reaching your consumer, driving engagement and boosting SALES.

Whether we are aware of it or not, deeply rooted subconscious cultural assumptions often drive our purchase intent and reinforce our decision after purchase.

A thorough creative brief is the secret to getting the most effective, targeted, high-quality work possible from your creative agency.

It’s time to get disruptive with your wine packaging or risk becoming invisible to consumers.

Distinct pricing, clear hierarchy, product connection, and thoughtful planning are crucial for consumer engagement and vertical growth.

3 Reasons Why Packaging Can Drive Sales More Than Advertising.

While no consumer research is foolproof, following simple steps can ensure you avoid making critical mistakes (and wasting a lot of money) when conducting research on a new package design.

Every brand has a story. Tell it well and you’ll give your customers a reason to believe and, better yet, to buy.

Why Consumers Purchase Package Over Product

Why bargains for design and branding services may not be such a great deal after all.

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

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

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

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

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

Invites Trial

ABOUT ME

CONTACT ME