Crafting Stories beyond the bottle

In today’s dynamic alcoholic beverage industry, success is no longer defined by taste alone. Behind every standout brand lies a dynamic network of allied partners who transform creative visions into tangible, market-ready products. From bottle design and packaging to logistics and sustainability, these collaborators play a pivotal role in shaping consumer perception and loyalty. As industry leaders like Praveen Malviya, CEO (IMFL), Piccadily Agro Industries Ltd. reveal, the synergy between manufacturers and their channel partners is what truly elevates a brand, making its presence not just seen, but felt.

It’s a proven fact that the success of an alcoholic beverage brand today extends well beyond the quality of the liquid. From creating compelling brand identities to ensuring efficient market delivery, allied partners play a vital role in shaping both brand perception and performance.

Simply put, the allied industry is indispensable to the growth and success of a brand operating in the alcohol beverage space. As Praveen Malviya defines it, “We treat our allied partners as our channel partners. They are the ones who convert our virtual thoughts into the actual execution of the product, bringing ideas to life through design, packaging, logistics, and more.”

Ultimately, the goal is to ensure that the packaging not only protects and presents the liquid, but also sparks curiosity and pride in the consumer, making them feel they’re holding something truly special.

First Impressions

When an alcoholic product is conceptualised, the first and foremost considerations are the label and the bottle since they are the face of the product. For a first-time consumer, packaging often plays a key role in influencing purchasing decisions. Finalising packaging involves multiple stages, from design and prototyping to material selection, regulatory approvals, and commercial production. “We have access to many excellent resources in India, and the packaging industry here has undergone a 360-degree transformation in terms of quality and innovation,” notes Praveen.

Yet, technology-wise the industry still lags behind global standards. Elements like natural corks or tin capsules, which are not readily available in India, often need to be sourced internationally to meet premium requirements. It’s this blend of domestic capability and global sourcing that enables brands to create packaging that’s both functional and memorable. “Packaging today is more than just a container; it tells a story and builds an emotional connection with the consumer, which Influences the purchasing decision” Praveen states.

Crafting a Narrative

Packaging today serves as a powerful storytelling tool; it’s the first touchpoint a consumer has with the brand and for an alcohol brand, it’s an opportunity to build a strong emotional connection right from the shelf. When crafting packaging for premium offerings or new expressions, companies start by anchoring the design in the brand’s core values and identity. Every element, from the bottle shape and texture to the label artwork and mono cartons, is deliberately chosen.

“We often draw inspiration from Indian heritage, craftsmanship, local ingredients, or unique distillation stories, depending on what the expression represents,” Praveen elaborates.

For high-end offerings, a company like Piccadily Agro Industries focuses on elevated details like embossed finishes, foiling, natural corks, and handcrafted labels to convey exclusivity. Colour palettes, typography, and even the texture are designed to evoke luxury and authenticity. “Our Indri Diwali Collector’s Edition, House of the Dragon series, and Bengaluru Duty-Free City series are great examples where story-driven packaging not only stood out on shelves but also drove strong consumer response and social media buzz,” Praveen observes.

Packaging That Pours Loyalty

While the quality of the alcoholic beverage is certainly the most important contributing factor to building customer loyalty, packaging and design help take it the extra mile. Special editions prove that when packaging becomes an extension of the brand story, it builds emotional engagement and brand loyalty. Consumers are more likely to purchase, gift, and even keep such packaging as collectibles.

Packaging with Purpose

As environmental concerns grow among the consumers, packaging partners, especially suppliers and bottlers, are playing an increasingly important role in helping brands meet sustainability goals. Many are adopting eco-friendly materials, reducing plastic, and improving recyclability. For example, there is greater availability of biodegradable labels, recycled cartons, and lightweight glass bottles that help reduce the carbon footprint.

“It is true that there is a clear demand for environment-friendly packaging in our product roadmap. We are actively exploring and integrating sustainable innovations while balancing cost, functionality, and brand aesthetics,” Praveen shares. This collaboration with channel partners is crucial to ensuring that packaging aligns with both environmental responsibility and premium quality, helping companies contribute positively to the planet without compromising on consumer experience.

Picadilly Agro Industries, for instance, is currently in discussions with their label supplier to transition to recyclable release liners made from recycled PET.