Drinks packaging is no longer just a container holding a product – it’s become an extension of your brand’s personality. In 2026, what people really want from packaging is being shaped by wellness trends, sustainability, new tech, and a real craving for connection. Let’s dive into the small changes that can make a difference and help you stand out.

Sustainability is a non-negotiable

Whilst sustainability might have taken a back seat in 2025, it’s now making a major comeback in 2026. Eco-consciousness isn’t just a nice-to-have anymore, even for luxury brands. It’s the new baseline.

• Glass remains king for premium perception and recyclability. However lightweight (Read our blog on lightweighting here) glass and recycled contents are gaining traction and will continue to do so into and beyond 2026. Brands like Champagne Telmont are reducing bottle weight by 35%, significantly lowering carbon footprints whilst maintaining luxury appeal.
• Premium eco-design is a must. Brands are proving sustainability doesn’t mean sacrificing elegance. Consumers are increasingly willing to pay premiums for packaging that aligns with their values without compromising on sophistication.
• Recyclability is crucial: Wash-off labels and direct bottle printing are eliminating contamination in recycling streams, making it easier for premium brands to achieve true circularity.

Heritage meets Modern Storytelling

Authenticity is critical in the spirit’s space. Today’s consumers crave connection to origin and craft:

• Embellishments must communicate provenance and craftsmanship, through tactile, sensory experiences that tell your brands story at first touch.
• Minimalist yet rich designs are in! clean layouts paired with tactile embellishments like foils and high-emboss create visual impact without overwhelming the consumer.
• Texture is paramount. Matte coatings, textured labels, and embossed logos appeal to touch as well as sight, creating memorable unboxing moments that drive brand loyalty.

Technology Creates Connection

Digital-interactive packaging powered by AR, QR codes, and NFC technology is transforming static packaging into dynamic brand experiences. In 2026, it’s not just about what’s printed – it’s about what’s programmed:

• QR codes to unlock deeper meanings. Consumers can access detailed product ingredients, sourcing information, and sustainability credentials by simply scanning packaging, building trust with consumers through transparency.
• Augmented reality to create immersive experiences. Brands can provide virtual distillery tours, cocktail recipes, or interactive brand stories that extend engagement far beyond the point of purchase.
• Authentication and anti-counterfeiting. Smart closures with digital authentication or labels with anti-counterfeiting features protect premium products while providing consumers peace of mind about authenticity.

Premiumisation Drives Design Innovation

As the premium sector continues to grow, your packaging must be elevated to match increased price points. We all know, consumers judge quality by what they see and feel:

• Try custom moulds and unique shapes to break through shelf clutter and create instant brand recognition.
• Metallic and foil elements could be used to catch light and draw the eye. Foil stamping and metallic inks reflect light on crowded shelves, making your product unmissable.
• How about decorative closures that serve as functional art? Wood, ceramic, or die-cast metal components to transform the unboxing into a premium experience.

Wellness and Transparency Matter

Non-alcoholic alternatives, clean cocktails and “better-for-you” spirits are on the rise and their reshaping aesthetics:

• Clean, modern, intentional design to help drive wellness-driven spirits and to resonate with health-conscious consumers without losing that feeling of indulgence.
• Clear information labelling makes it easy for consumers to find calorie counts, and ingredient information at a glance.
• Tamper-evident and functional closures ensure product integrity and boost consumer confidence are particularly important for premium and health-focused products.

The Multi-Sensory Experience

After years of polished branding, consumers are finally turning toward packaging that feels straightforward, reliable, and human, some of the focuses include:

• Tactility to tell authentic stories. Hand-crafted stamps with visible maker’s marks create warmth and personality that manufactured perfection cannot achieve.
• Weight, texture, and finish signal quality as much as visual design. Every touch point reinforces your brand values and promises.
• Embossed details to create depth – that flat printing simply cannot match the added dimension of an embossed that catches first they eye, jumping off the bottle, and then the hand.

The Bottom Line

If you have made it this far into the blog, you get the point – In 20Wh26, drinks packaging is showing all the signs of being a sophisticated balance of sustainability, storytelling, technology, and sensory design. Packaging has almost become a competition, a chance for brands to become a differentiator and strengthen consumer loyalty in an increasingly competitive marketplace.

The brands that are set to win aren’t just those with exceptional liquid, they’re the brands that raise to the challenge of the points raised in this blog, their packaging creates desire at first glance – an immediate second look. The brands that offer trust through transparency and deliver on the experience as an extension beyond the first pour.

So, are you ready to become a market leader? At Signet, we’re here to create premium embellishments for your brand that tick every box for the consumer: sustainable materials, authentic craftsmanship, technology integration, and an unforgettable sensory experience.

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