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 not only answered the call of their country to … Continue reading
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 lay of the land is critical and worth considering when … Continue reading
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”.
While glass bottles have always been the gold standard for wine packaging, more recently, some cost sensitive and earth conscious … Continue reading
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
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.
In very general terms a typical label hierarchy from most prominent to the least prominent is as follows:
- Brand Name
- Product Type/Flavor (Gin,
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 whether to make a revolutionary vs. evolutionary redesign. This process … Continue reading
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
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
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
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
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
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’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
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
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
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
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
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
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 burnt 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
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.
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 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
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:
Numerous studies have been conducted to determine the extrinsic versus intrinsic factors that affect how … Continue reading