Innovation is the key to Appealing Packaging

Packaging today goes beyond its functional purpose; it’s a vital touchpoint that communicates a brand’s essence, connects emotionally with consumers, and reflects evolving values. In many cases, it’s the visual appeal that captures attention, especially among those who enjoy experimenting with new beverages and brands. As such, packaging plays a pivotal role in influencing purchasing decisions. According to Arvind Hangal, Director – Marketing and Special Accounts at ABD Maestro Pvt. Ltd., the key to standing out in a competitive market lies in finding innovative ways to present a brand.

Packaging today is more than just a container; it tells a story and builds an emotional connection with the consumer. In fact, packaging is often the first brand interaction a consumer has and for premium products, it must speak volumes. For example, with premium labels like Arthaus and Zoya, the design process is anchored in storytelling. Elements such as material choice, tactile finishes, and typography are carefully selected to reflect the brand’s identity, whether it’s heritage, craftsmanship, or contemporary sophistication.

While finishes like foil stamping, embossing, and matte textures elevate the experience, sustainable material choices reflect evolving consumer values. At ABD Maestro, for example, the team crafts packaging narratives that go beyond functionality to evoke a sense of origin, aspiration, and meaning. In this sense, allied industries are central to the success of alcohol beverage brands.

“At Allied Blenders and Distillers, we don’t view packaging, logistics, or design partners as vendors; they are strategic collaborators who help translate brand vision into consumer experience. Their contributions directly impact product quality, supply chain efficiency, brand visibility, and sustainability outcomes,” says Arvind Hangal, Director – Marketing and Special Accounts, ABD Maestro Pvt. Ltd.

A Structured Process

Packaging development is a structured, cross-functional process that blends technical precision with creative strategy. It begins with product understanding and market research, followed by a detailed design brief that outlines the packaging’s purpose, from functionality and compliance to branding and sustainability. This leads to the development of primary packaging, such as bottle shape, material selection, labelling and secondary packaging like cartons and outer cases.

“Prototypes are created, tested for durability, environmental stress, and regulatory compliance, before final production is approved,” informs Arvind. India’s packaging industry today offers robust capabilities, and most of the requirements are met, including PET, which forms a majority of packaging through domestic vendors. “However, for specific needs such as food-grade recycled PET or advanced finishing, we do partner with select international suppliers,” Arvind states. The goal is for every pack to say something about where it comes from, what it stands for, and why it belongs in the consumer’s hands.

Innovation at Play

Packaging plays a decisive role in consumer choice, especially in a competitive retail environment where the product must stand out in seconds. For many firsttime buyers, packaging is not just the first impression, it’s the only one. “At ABD Maestro, we have seen first-hand how the right format can drive uptake. One strong example is our ‘hippy pack’ - a sleek, flaskshaped 180 ml format that we introduced for Sterling Reserve B7, ICONiQ White, and Golden Mist Brandy,” Arvind informs. 

Designed for portability and visual appeal, it resonated especially well with younger consumers seeking a stylish, on-the-go format. The positive market response and trade feedback have made this a format that ABD Maestro intends to scale across more brands. Good packaging doesn’t just sell; it builds trust, signals quality, and encourages repeat purchases.

Collaborative Craftsmanship

The allied industry has been responsible for providing additional visibility to products along with integrating the sustainability factor. For example, ABD Maestro’s transition from glass to PET bottles, which reduced bottle weight by 90 percent, was only possible through seamless coordination with packaging suppliers, logistics partners, and recycling organisations. This ecosystem of partners ensures that the products not only reach the market intact and on time but also reflect values like innovation and responsibility—values that today’s consumers expect

Cleaner Processes

Sustainability is no longer an afterthought; it’s a business imperative and a consumer expectation. “At ABD Maestro, our allied partners are core to advancing our environmental commitments. From packaging suppliers helping us transition to recyclable PET formats to bottling partners investing in water and energy-efficient systems, collaboration is the key to progress,” Arvind says.

ABD Maestro has implemented a closed-loop recycling system that ensures every tonne of PET it releases into the market is matched by an equivalent quantity collected and recycled, in alignment with India’s EPR guidelines. At its Rangapur facility, specific water usage has been reduced by 25 percent through process optimisations. And as it expands its portfolio, the demand for sustainable packaging continues to grow, not just from regulators, but from the consumers themselves.