In today’s market, brands must be equipped to maintain momentum in the toughest of climates. Shaping a brand on equity and value, not just availability, strengthens awareness and desirability. Maintain resilience and give both drinkers and distributors a reason to pick your brand time and time again.
In the UK, price increases and hikes in duty taxes have discouraged consumers from purchasing. Recent category reviews in Waitrose showed significant reductions and shifts in the spirit brands being promoted on the physical shelves.
As a brand owner, it’s your responsibility to get bottles into drinkers’ hands. Empowering consumers to feel justified in their decision.
Here are just a few ideas on how you can use design to help your brand resonate with customers.
Owning something scarce feels like you’re part of the club. What if you could still create that feeling no matter what volumes your work with? For instance, using variable designs produced in one production run can give your new or loyal advocates reasons to search, find and purchase their one-of-a-kind bottle.
For brands seeking to explore digital-first solutions, smart technology like augmented reality, QR codes and NFC technology embedded in pack design can amplify customer experience, education, and traceability. Equally brands are exploring the meta world through NFTs, like Degen Distillery. Long associated with cryptocurrency, blockchain technology is now making waves in the luxury drinks industry – creating membership benefits digitally and physically as part of an online community.
Cultivate authentic connections, resonate with different audiences, and celebrate your audience by adopting cultural fluidity within your bottle design. Globally celebrated events such as the Chinese New Year, Cinco de Mayo, and other holidays create opportunities for brands to push their creativity and make an impression on customers.
Ageless Play and Elevated Expressionism are two trends that offer a way for consumers to escape from the stresses of everyday life. Brands can tap into this desire by offering an immersive experience through bottle design. Interactivity can be built into the design through sensory interactivity or through visual puzzles or hidden formulas.
Gauge, engage, and enthral consumers by building added value into your product through niche interests such as popular board games, artists, and internet communities.
For instance, the popular board game Dungeons and Dragons has been brought to life in the form of a premium whiskey for fans, embodying the characters and nuances. This creates an experience and a collectable item to complement and combine audiences’ interests.
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Surviving on the shelf in today’s climate is no easy feat, however, as challenger brands such as Isle of Barra and Ramsbury have demonstrated it is still more than possible to continue growth within such a competitive, volatile landscape.
If something in this article has sparked your interest, give us a call on +44 (0)1733 396080 or request a sample pack to start your journey on finding your brand’s Perfect Fit.
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