Look and feel need to match our brand ethos

Packaging and price are the two key levers that consumers use to navigate brands in the alcobev category, so creating compelling, alluring and premium packaging helps in building intrigue and in attracting the consumers to take a second look at the product.

Packaging has always played a critical role in planning, production and marketing. It is strongly associated with aspirations and reflects consumers’ choice. “As we are increasingly witnessing new and emerging global as well as Indian premium brands in the market, the role and importance of packaging have become even more integral and crucial. For a brand to stand out, an appealing packaging will act as a differentiator from other products in the same category and attract the consumers’ attention,” explains Rishi Walli, Director, Marketing, Beam Suntory India.

Spelling out about his company’s packaging priorities, he says, “Some key elements that help brands in the alcoholic beverages category to break the clutter could be using differentiated shapes and forms of bottles; building a thoughtful and detailed visual description that resonates with the brand. For instance, we offer a diverse and exquisite portfolio of premium spirits, in order to match our brand ethos. We like using aspirational and premium graphics on carton and label in order to make the brand engaging.”