This article was initially published in the April issue of Global Drinks Intel magazine. For details on how to subscribe click here.
Packaging makes one brand stand out from another in all retail environments. Clearly, the quality of the product, the brand story, relevance to the consumer and price are also important, but when a shopper is standing in front of a shelf deciding which beverage alcohol brand to buy, superb packaging wins the day.
The power of packaging is particularly important in the global travel retail channel, where there are some specific requirements because of the environment and travellers’ needs.
The bottle
Bottle shape and design have a massive influence on shoppers. This is particularly true in categories such as gin, where there’s a wide choice of brands and high levels of experimentation, so shoppers are often deciding what to purchase based on the bottle in front of them. Therefore, the starting point for a brand is whether it has a unique bottle and a distinctive label.
An important consideration in GTR is whether to offer a 1-litre or 70cl/75cl bottle. For some brands, 1-litre bottles provide a point of difference to what’s on offer in domestic markets. Shoppers look for – and appreciate – the value they get when purchasing a brand that’s easy to find on the high street in a larger format. The higher the value of the brand and its premium-ness, the more appropriate it is to be available in a 70cl/75cl bottle.
Brand owners should also consider smaller sizes, such as 50cl bottles. Travellers who are away for short periods, such as weekend breaks, may not want to purchase a full-sized bottle. If travelling with someone else, the option to purchase a 50cl bottle of, say, whisky or gin, increases the choice of what to drink while away.
Miniatures are important for airline onboard consumption opportunities. They’re also superb to offer shoppers in order to trial a brand. For instance, if a shopper purchases a bottle of one expression, they could be offered a miniature bottle of another as a ‘gift-with-purchase’ item.
Glass bottles are important for premium brands. However, some brands do offer smaller-sized and even larger sizes in a PET format. When travelling, PET is lighter and doesn’t carry the same risk of breaking that glass does, making this type of packaging of interest to some travellers.
‘Secondary packaging’
The term ‘secondary packaging’ includes the gift box or tube and any added-value packaging. In my view, it’s better not to refer to it as ‘secondary packaging’, because it is often the first thing a shopper sees; I like to think of it more as a brand’s clothing.
In GTR, boxes and tubes offer protection as travellers may be concerned about bottles breaking in transit. They also help to make a brand more giftable. This is important as around a third of purchases in GTR are for gift-giving reasons. Boxes also provide a great opportunity for a brand to provide additional information and storytelling to consumers.
There’s a cautionary element to boxes, however – they hide the bottle, which can be a particular concern if this prevents shoppers from finding the brand. Also, if the bottle shape and design is unique, covering it may not be a good idea. Some brands have overcome this by using framed boxes that retain bottle visibility.
The importance of added-value packs in GTR should also be considered; some brands offer multiple bottles in messenger or cabin bags to provide packaging that stands out and deliver a good added-value proposition. This also creates a ‘sustainable’ gift pack since the packaging itself has a use.
Sustainability
Research shows that almost 50% of GTR shoppers are looking for more sustainable and environmentally-friendly products. As well as thinking about the sustainability of how the product is made, consideration needs to be given to the packaging.
In addition to using recyclable and recycled materials, as well as reducing the use of plastic, brand owners are becoming creative, turning sustainable stories into clever marketing campaigns. Diageo, for example, has created a limited-edition Johnnie Walker bottle with illustrations using a special ink made from air pollution for its Black Label collection.
Exclusivity/specialness
Global travel retail is an environment in which travellers are looking for limited-edition and channel-exclusive products. Packaging is one way to deliver this through specially designed bottles, gift boxes or added-value packs. The ‘specialness’ needs to be communicated to the traveller and it’s important this is incorporated into the packaging. If it’s a GTR exclusive, say so on the pack!
Packaging is a key component of the proposition for beverage alcohol brands in GTR. Having a fantastic-tasting product is critical, but to really cut through at the point of purchase and encourage a shopper to pick up the bottle, it needs to be dressed in the right clothes.
Brand owners and retailers should always remember the ‘power of the pack’ and build this into their marketing plans.
This article was initially published in the April issue of Global Drinks Intel magazine. For details on how to subscribe click here.
