Written by The importance of packaging for super-premium and premium whisky is as significant as that of the product within the bottle. The actual packaging is an essential part of creating the first, second and third impression of a particular kind of product. It needs to present the brand image and message, showcase quality, andindicate luxury in non-verbal manners that are compelling. Here is why packaging is critical, when used as a tool for market differentiation, for producers of premium whisky.
Conveying Quality Craftsmanship
The primary role of the premium whisky packaging is to ensure that they convey the message about quality and effort that is usually put in the manufacture of the whisky. This begins with the bottle, and it is here that the concept of using post consumer waste becomes most apparent. The thicker glass that has more weight than the normal one creates a luxury feel when held by the consumer and makes one have the feeling that much effort was invested in the process of creating the glass. Such peculiarities as embossed logos on the clothes instead of using paper labels also speak more about the fact that the whole process of manufacturing clothes is more careful and hand-made. The closure is equally important – cork and glass stoppers evoke the idea of the product being handled personally and does not belong to the cheapest screw-capped counterparts. Even the outer packaging of the bottle and if there are any separate designs used for gift boxes and the like, all these contribute to this with the use of thicker and more heavy duty and high finish of the materials used. Combined with these packaging features, the taste of the liquor should be great even before one gets to take a sip from the bottle.
To make the brand story & history more significant, the following changes have been made:
Indeed, for many of the well-recognized Scotch whisky distilleries and brands, a good brand narrative and historical legacy are arguably as valuable assets as the bottles of whisky they produce. In the context of the specific product – premium whisky – the packaging itself is the means by which these legacy stories can be communicated to consumers. Bottle designs that are unique and associated with the geographic background of the whisky, for example, the Jameson from Ireland and Glenfiddich from Scotland, ground the whiskies in place and culture. Luxury packaging typically contains a number of references to days of yore in the sphere of graphic design, be it the fonts applied to the packaging or the use of such metallic tints as copper or even the inclusion of such motifs as medallions. This makes it possible for brands not only to convey the origin of the good but create a distinctive visual brand which is associated with quality and luxury by the consumers.
It means projecting an aura of luxury.
The concept of packaging in luxury spirits also helps to reflect a natural notion of luxury. Despite this, taste is clearly due a large slice of credit, but perception is also heavily influenced by initial impressions based on the look of bottles and labels at the point of purchase. There is often more lavish decoration on the premium whisky bottles such as gold foiling on the wording, ribbing or fluting on the glass, raised lettering and paper or cloth labels. All of these details may seem small, but they are aesthetically noticeable, and contribute to the design of an over-the-top, refined and understated grandiosity embraced by the sense. Just the fact that they are using colors with ‘premiumness’ associated with them like metallics, deep shades, or black and white indicates price differentiation. This subtlety tells customers that there was no hold barred in the making of the whisky to prepare them to see the liquor as they deserve, a worthy splurge.
Making a Rationale for a Higher Price Tag
Of course, to an extent the packaging for whiskies such as single malts also has a clear business function – to help provide a reason for higher retail prices for products whose quality inside the bottle necessitates it. Flavor alone cannot sustain the customer experience and create the mentality that will push them to make purchases in
