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
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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.
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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.
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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
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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.
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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.
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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.
