Published 17 November 2023

Authors

18 min read

Alcohol brands are working harder than ever on their packaging solutions, from a functional, environmental, and aesthetic perspective. In today’s Instagram-ready culture, all packs need to look visually compelling. However, this must never be achieved at the expense of functionality and sustainability – critical considerations that both luxury and mainstream labels must thoughtfully reconcile.

Tastes of Sunshine

Sculptural Sumptuousness

Compelling Narratives

Functional Formats Move Forward

Alcohol brands are deploying optimistic branding and cheerful colours to evoke feelings of happiness, relaxation and carefree living. In particular, wine brands are using light-hearted, inclusive and humorous visual solutions to invite wider consumer cohorts into the category, without snobbery or pretention. For more on these cohorts, see Future Alcohol Consumers.

Summary

Tastes of Sunshine	Alcohol brands are deploying optimistic branding and cheerful colours to evoke feelings of happiness, relaxation and carefree living. In particular, wine brands are using light-hearted, inclusive and humorous visual solutions to invite wider consumer cohorts into the category, without snobbery or pretention. For more on these cohorts, see Future Alcohol Consumers.
Sculptural Sumptuousness	Premium alcohol brands are tapping into aspirational architectural cues to imbue drama, creativity and accomplishment into their packaging solutions. Here, we see cross-category visual influences from the realms of fashion and art. For more on prestige food and drink trends, see Super-Luxury Food & Drink Trends: 23/24.
Compelling Narratives	Bringing digitally inspired aesthetic cues into the alcohol packaging domain, creative designers are seeking to attract contemporary consumer audiences with fun, imaginative and visually arresting solutions. Meanwhile, brands are also looking to Asia for flavour, ingredient and visual inspiration.
Functional Formats Move Forward	In order to appeal to busy consumers, packaging that prioritises convenience and ease of use is still key. Meanwhile, the alcohol industry is innovating at a rapid rate to ensure its packaging solutions are both sustainable and ethical.

Alcohol Packaging Trends: 24/25

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