Packaging should speak about the product

Packaging is an enabler. The India’s liquor industry has greatly benefitted from the innovations in packaging, particularly during the last decade. This is because of the influx of overseas brands in the market. In India, during the recent years, production and marketing teams have been congruent like never before in enabling one another for the growth of the product.

“In alco-beverage business, packaging is as important as the liquid within it and this has kept the alcobev companies in India at the forefront of ingenuity with an intriguing and dynamic design,” pithily observes Rakshit Jagdale, Managing Director, Amrut Distilleries Pvt. Ltd.

“The foremost attribute of packaging is to get information about the product like the name, the inception and the way it is made; followed by an appropriately attractive design. We believe packaging should speak of the product with all the necessary information and leave no doubt in the minds of the consumers,” he asserts.

He is also quick to point out that “all the packaging components, some more than others, contribute to the appeal of the product.” As for priorities, he thinks “Choice of the bottle and fitting label design undoubtedly are highly important in the priority list, followed by cork and mono-carton, followed by the shipping carton.”

As for the time spent on addressing core issues of product packaging, he says, “We spend no less than few months on the packaging of a product, after due diligence, market reviews and study. Sometimes, we take even more time if we are creating something new.”