The art behind the the alcohol

In the crowded aisles of liquor stores, where choices seem infinite and competition fierce, the battle for consumer attention begins long before the first sip. It starts with a look, a feel, a whisper of a story told through shape, texture, and design. In the alcohol beverage industry, packaging is no longer an afterthought or an aesthetic luxury; it’s strategic, emotional, and essential. This article delves into how packaging and designs are directly shaping perception, influencing purchase decisions, and driving loyalty.

Today’s consumer is selective, brand-aware, and looking for meaning in what they buy. This shift has placed allied industries, those specialising in packaging, label design, and structural branding, at the very heart of value creation.

“Design brings the first customer. The blend brings them back,” says Sumit Charles, Founder and CEO of Firstbase Media Pvt. Ltd., a firm that has collaborated with leaders such as Pernod Ricard, Radico Khaitan, Tilaknagar Industries, Alcobrew, ADS Group, Associated Alcohols, Devans, Oasis Group, Sazerac Inc., and Adie Broswon. “We help build brands that own the present and make history,” he adds.

Decoration to Differentiation

Decoration to Differentiation For Sumit, the look, feel, and texture of a bottle are the first points of engagement in shaping a brand narrative. Before the drink is tasted, the packaging must captivate and connect. “A design is successful not just when it sells, but when it becomes part of how the consumer identifies with the product,” says Sumit. 

From bold visual storytelling to tactile finishes that invite touch, packaging is now crafted as an immersive, multisensory experience. For example, in a contemporary bottle design with heritage-inspired embellishments like gold foiling and cultural motifs. “We consider regional sensibilities while maintaining a premium, pan-India appeal,” says Rakesh Roshan, whose company specialises in concept-driven design systems for the alcoholic design philosophy and helps connect both urban aspirational consumers and legacy buyers, bridging aspiration and familiarity across diverse Indian markets. With a proven track record across India and international markets, its clientele includes Alcobrew, IGL, Amrut, Amara, Campari, NV, Rock and Storm, Oasis, Sarao Distillery, and more.

One of the major contributions by Value Add Solutions has been the introduction of direct-onsurface printing, particularly on glass liquor bottles. This breakthrough technique offers a compelling alternative to traditional stick-on labels, which had dominated the industry for decades. “We focus on both the aesthetics and functionality of packaging, constantly exploring new processes and styles,” says its Co-Founder Yogesh Sahai.

Balancing Compliance & Creativity

Designs are also planned for legal compliance, including excise labels and health warnings, without compromising elegance. Regulations are real, but they do not have to dilute the brand experience. The companies often design adaptable packaging systems that accommodate region-specific changes while preserving brand consistency, ensuring that clients meet compliance standards across markets without diluting the overall luxury or craft appeal of the product. “With smart design systems in place, we maintain both compliance and creative control,” Sumit explains. Rakesh too maintains, “Strategic placement, hierarchy, and thoughtful use of negative space allow us to maintain visual harmony.”

However, packaging is just the beginning. Beyond the pack lies a broader world of touchpoints where key brand messages must be reinforced. From digital experiences to point-ofsale materials, consistency across mediums ensures that the brand story is cohesive, clear, and impactful. “The creation of distinctive brand assets are ever more critical and purposeful in such cases like dark markets or heavily regulated markets,” emphasises the team of Design Bridge and Partners.

Strategic Storytelling

The design philosophy, driving firms like Firstbase Media, Value Add Solutions, Xtreme Design and Design Bridge and Partners, is one of strategic cohesion. Every element, from the geometry of the bottle to the tactile finish of the label and the engineered precision of the closure, is developed as part of a singular visual and emotional story. “We incorporate multisensory branding through textured finishes, embossing, metallic foils, unique closures, and bold visual storytelling,” says Rakesh. “These elements invite touch, catch light, and create memorability.”

Design Bridge and Partners, a strategic brand consulting firm under the WPP network, echoes this philosophy. Known for its triumvirate methodology focused on strategy, creativity, and client centricity, it ensures every touchpoint, from 2D labels to 3D closures, contributes to a singular, seamless narrative. Its long-term collaboration with McDowell’s is a case in point, where the evolution of the iconic embrace symbol into the vibrant “X” of the X Series has not only elevated visual storytelling but also established a premium identity resonating with younger consumers. “Beyond the visual identity, we developed a comprehensive campaign platform centered around the “UnXpectedMoments” concept, highlighting the surprising nature of the X-Series within the McDowell’s family. This strategic framework, designed to engage consumers across various touchpoints, ensured a cohesive and impactful brand experience,” says the team of Design Bridge and Partners.

With production units in Ghaziabad and near Chennai, Value Add Solutions is also actively reimagining packaging for clients like Alcobrew Distilleries, Radico Khaitan, SNJ Distilleries, India Glycols, and Oasis Distilleries. Clients too are actively involved in the creative process. It’s not merely a matter of handing over a brief. “The outcome is always more meaningful when it’s a dialogue, not a directive,” Co-Founder Rajiv Mathur emphasises, underscoring the importance of collaboration from concept to execution.

While packaging was once viewed as a secondary expense, perceptions are rapidly evolving. Design now directly influences shelf pull, market recall, and sales, especially in cluttered categories like whisky, gin, and vodka. “Concept-driven design is no longer just aesthetic; it creates tangible brand value,” Rakesh adds.

Cultural depth and modern restraint are fundamental to the design and packaging of alcoholic beverages. The goal is to create something that feels both premium and personal, a brand that connects emotionally without relying on clichés. In a standout example, Jaisalmer Indian Craft Gin, designed by Firstbase Media, evokes the allure of a desert night through matte black and gold visuals, royal crests, and intricate symbols drawn from the Jaisalmer Fort. “Every motif was researched, refined, and designed to feel timeless and intentional,” Sumit explains.

Design Bridge and Partners also demonstrated this ethos in their creation of McDowell’s Distiller’s Batch Indian Single Malt. “We crafted a brand identity and packaging inspired by the breathtaking beauty of the Nashik Distillery and the Sahyadri mountain range. Deep purple tones, veiled peaks, and a golden map of the whisky region were used to embody the spirit of the mountains and communicate the provenance, luxury, and rarity of this exceptional spirit. The captivating bottle and label design successfully translated the essence of the whisky, resulting in a premiumised offering that celebrated Indian craftsmanship,” says the team from Design Bridge and Partners.

Ultimately, designing labels or overall packaging is more than a technological enhancement. It must contribute meaningfully to the brand narrative, something allied players are significantly shaping.

The Sustainable Shift

Beyond appearance and regulation, sustainability is too being woven into the design process. The allied sectors are championing materials and techniques that minimise environmental impact while maintaining a premium look and feel. “Our goal is to blend ecoconscious choices with premium aesthetics, ensuring brands appeal to environmentally aware consumers without compromising quality,” says Rakesh.

From lightweight glass bottles and recyclable closures to biodegradable or FSC-certified labels, every element is being reconsidered for sustainability. Firstbase Media and Value Add Solutions actively educate their clients on the long-term benefits of sustainable packaging, not just in compliance terms but also in brand perception and consumer loyalty.

As Sumit puts it, “Great packaging today must perform well in the market and have a lighter environmental footprint.” It’s a new standard for excellence, where being premium and being responsible are no longer mutually exclusive.