When it comes to both luxury spirits in general, and premium whiskies in particular, branding and packaging are the key factors that determine consumers’ perception and, ultimately, boost the brands’ prestige. The aesthetics of whisky bottles and labels remain important to whisky enthusiasts and connoisseurs because they are not only part of what is drunk, but also looked at. Whisky packaging is an effective way of differentiating the alcoholic brands from other competitors in the liquor stores, target market, increase prices and enhance the perception of endowments.
The demand for the premium whiskies has continued to grow in the world market in the recent past.
Pulse data for demand for premium and super premium whiskies reveals that it has grown at a faster rate in the last decade. Thus, as the readers’ taste becomes more selective, the leading brands of whisky have sought to increase the stocks of matured products, increase their production, increase prices, and intensify brand management efforts. Thus, within this growing competitive environment, customization becomes the key tool for differentiation – it gives producers the chance to convey a signal of prestige which is unique and would be of interest to the target consumers.
“Luxury products are objects that are perceived by the consumer to be exclusive and valuable; this perception is what makes luxury goods unique.”
Empirical studies on consumer motives and attitudes have shown that those who are engaging in high-involvement products purchase these items as a result of the emotions that are generated and not because of utilitarian motives. Of all the elements of the model that relate to emotional appeal, packaging is perhaps the most significant, as it is responsible for creating both the initial desire and the symbolism of high status. Luxury and elitist packaging transmutes a whisky from a mere commodity to desire, the possessor of the pack from an average Joe to a connoisseur. Appealing directly to this ‘aspirational psychology’ is perhaps the way forward for whisky manufacturers seeking to get a piece of this pie.
Establishing Heritage & Craftsmanship
Let us also not forget about the other big strategy that is popular among the premium spirit brands – history and craftmanship. Novelty such as etching, embossing, wooden, or metal can easily convey the theme of heritage and are good representations of craftsmanship. This may be interpreted as careful and conscientious right from the distillation phase to bottling to packaging. Some of these strategies include labeling the products as originating from the Scotland, even where the whisky is blended in another part of the world or appealing to a special and exclusive family recipe that is used to formulate the product are some of the strategies that create an illusion of credibility that is appealing to ultra-premium consumers.
Driving Brand Recall
In a world filled with generic images of Scotland and trivial associations with the production of whisky, the possibility to be distinct is something everybody wants to achieve. There are those brands that choose bright colors and font, which one immediately notices. Others have customized illustrations or family coats of arms that make people develop curiosity. There are also differences in customer preferences and expectations to be considered when it comes to premium packaging – namely, the fact that it will attract attention and create topics for discussion – two important factors in a business where, often, people need to be reminded of the product’s name in order to go out and buy it. By stressing on details, the message gets perceived more as consumers are able to be visually stimulated through well-developed custom details.
Positioning Around Exclusivity
Therefore, exclusivity has a particular appeal to customers in the high Net-Auble Class, who can afford to spend large sums on luxury goods. Bottles themselves can be slim, numbered or made in limited editions; labels can be small batch or hand-numbered which all suggest choice and rarity. This transforms the whisky into something that people are fighting to get their hands on instead of just being able to buy a liquor. It is important to understand that the psychology of access to the ‘inner circle’ of the brand and the feeling of being a ‘preferred member’ can be truly impressive in terms of sales. It also rationalizes high prices in a way that is entirely acceptable to the well-heeled customer seeking products with a certain cachet.
“As a part of the branding strategy, the website also echoes the company’s identity and values.”
Every whisky brand creates an image based on origin, tradition, character, and esthetics and each of these is a valuable asset. Bottles and jars themselves are quite versatile surfaces for creating brand worlds in a tangible form through customization of glass, labels, corks, and caps. Islay whiskies could include words written in the contrasted and storms, sea waves and other elements associated with Gothic style. Some Speyside single malts may prefersvg or png images of copper stills and rolling hills. As the liquid itself can express the specificity of the area where it was produced, the same can be said about the bottle – it can illustrate the regional character of the brand or its concept. It is crucial to achieve the right visual and thematic details to ensure the harmony and continuity of the customer experience.
Besides convincing the consumers of the superior quality of spirits, customized packaging targets whisky connoisseurs and investors in search of bottles that may become collectable and appreciate in value. Special, cult, first fill, and single batches, and limited editions, as well as one-time experiments between whiskey producers and luxury goods manufacturers create a great interest. Thus, custom design and packaging constitute signals of not only quality but also of the potential for capital appreciation in secondary auctions and specialty retailers. This increases its prestige and longevity even more than when it is bought for the normal usage in homes.
Elevating the Unboxing Experience
For most of the customers in the luxury goods category, the unboxing or rather the unveiling of the product is rather an important part of the buyer journey. The anticipation-reveal technique also makes the audience feel that something special is coming and when it is finally presented to them, there is that special feeling of joy and contentment. As such, some of the leading brands of whisky invest a lot of time and effort in thinking about the design of the boxes, the bottles, holders, the carry cases, and other presentation items. Wood, leather, linen or velvet casings are tailored and turn into very special items that are almost as dear as the items they are intended for. And for the people who are buying gifts for their loved ones, they make that extra effort to pamper them feel so special.
Continual advancement of the materials used and printing techniques
Presently, due to the advanced production techniques, it has been possible to take whisky packing to new heights far from the conventional glass containers and paper covers. Technology like 3-D printing is now enabling these artists to produce awesome custom glassware that has never been seen before. The touch of the materials is smooth with a rough feel to it, colors and enamels, and metallic foils give the labels a sheen that seems to make them stand out from the rest. Other features such as textured caps, wax seals, and ribbons are a few examples of what can give an item that luxurious feel. The problem is that as new products are introduced to the market, there is more space in terms of variety of materials and their finishing. Look forward to even more provocative bottles and glittering labels next year and the years following.
Future Outlook
The same can be said for the craft whisky distillers who want to differentiate themselves from others and the Scotch for producers that want to further amplify their brand status; packaging personalisation is only set to continue its ascent. As the battle for shelf space heats up and as the buyer sophistication rises to the occasion, few strategies may be more effective than custom design to gain a foothold in the world of ultra-premium whisky. To this end, I firmly believe that brands capable of making their packaging reflect identity or heritage through carefully chosen details would have a significant edge going forward. Companies that understand bottles and labeling as an evolution of the narrative approach are set to seize the attention, trust, and loyalty of consumers.
