In a competitive retail market, it’s crucial that food and drink producers ensure their packaging is a top priority. It’s not the first time you’ll hear that – and it won’t be the last. But the topic has yet again come to the fore thanks to last month’s Wines and Vines Packaging Conference. In particular, it was one specific session on wine packaging that proved popular with delegates visiting the event.
As Wines and Vines magazine reported, the session saw “three wine retailers discussing what wine packaging worked for them”. The session, and indeed entire event, might be just a niche in a wider food and production industry. But the insights shared and lessons apply to nearly any company aiming to expand reach and drive sales. So, what packaging works and what doesn’t?
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Wine Packaging: Authentic, Sustainable, Convenient
The growing number of millennials – 20-somethings and 30-somethings – drinking wine is having a significant effect on the sector. Earlier this year, CreativeFeed CEO Arthur Ceria revealed to Forbes that “millennials aren’t drinking their parents’ wine” and were seeking new and authentic options. And with that are very real implications for how wine packaging is made, presented and marketed.
For example, is it important for bottles to be organic or sustainably-made? Yes, say 51% of women in the US aged 21-24 – according to CreativeFeed research. And labels are crucial too, as 46% think “traditional, classic and sophisticated” varieties are more appealing to consumers. It’s not just how it’s made and what it looks like either, but also the format that wine is now available in.
Cans are taking off as a popular form of wine packaging too. It was certainly the view of two wine retailers sharing their experiences at the Wines and Vines conference. In many respects, it mirrors the emergence of food-to-go and the convenience factor. All of this presents fresh challenges for wine retailers – after all, packaging can often only be as good as the in-store display marketing.
Wine Packaging: Our Potent Fridge Rental Solutions
Our display refrigeration experience proves extremely valuable in these situations. If you decide to rent a fridge or freezer from us, we’ll deliver a complete, effective solution. It’s an approach that helps your wine packaging – or any other product – stand out to consumers. We’ll ensure your product makes clear what it offers, where it’s from and what sets it apart from others.
How do we do this?
Rent a fridge from our incredible, varied range of products and you’ll get access to our full suite of services. You won’t need to fret about a thing because logistics, maintenance and branding come as standard. You’ll be free to work with your retail partners to make sure your packaging isn’t lost in the crowd. It’s a strategy that works for many of our fridge rental clients already.
The solution that works best might be our range of back bar chillers, or perhaps our new Upright Wine Coolers? If you want to rent a fridge and have a specific idea in mind, run it by us! We are in the unique position of being able to tailor our fridge rental solutions to your exact needs. Our team knows its stuff and we are here to share our expertise with you. Why not find out more today?
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