Throughout the year there are a multitude of holidays and special events that offer premium drinks brands valuable opportunities to capitalise on limited-edition and promotional packaging designs for their products. Research from Ipsos indicates that 72% of consumers are influenced by packaging when making a purchase, while findings from YPulse reveal that two in five young consumers have eagerly bought special edition or limited-release items from a brand. From popular holidays like Valentine’s Day and Christmas to major sporting events, social gatherings, and upcoming film releases, limited-edition drinks packaging allows premium brands to connect with customers in fresh and captivating ways, no matter the celebration.
In this blog post, we explore the many ways that limited-edition paper tube packaging can help supercharge drinks sales in the premium beverage sector.
1. Amplifies anticipation
 Limited-edition paper tube drinks packaging is designed to delight and enhance the customer experience, igniting anticipation with its exclusive availability. Uniquely designed paper-based gift tubes, offered for a limited time only, wield the power to drive sales by instilling a sense of exclusivity, urgency, and FOMO – fear of missing out – particularly resonating with Gen Z audiences.
The limited availability of special edition printed drinks tube packaging creates a sense of rarity, with customers eagerly awaiting their release making their experience more memorable and sparking conversations with online and real-life social circles. This is significant, especially as 87% of people now turn to social platforms when making purchasing decisions (Modern Retail). Plus, the uniqueness of limited-edition paper tube packaging designs not only elevates the customer’s perception of the product, but also creates a deeper connection with the brand, leading to increased loyalty and engagement.
Additionally, paper-based tubes enhance promotional experiences for customers. By unveiling special designs tied to specific promotions or events, brands can encourage consumers to purchase before the limited supply runs out or the particular time period passes by.
- Sparks a social media frenzy
Social media has had a huge impact on consumer behaviour in recent years, such that 55% of smartphone shoppers purchase a product after seeing it on social media (Modern Retail). When brands offer something outside of the norm, it prompts customers to actively share their experiences online, helping to boost brand visibility and engagement on various platforms.
The allure of limited-release and visually striking packaging further enhances this phenomenon, as customers are more likely to share their excitement and experiences with friends, family and followers. By posting images and videos on social media, customers show their fondness for a brand while creating a buzz and curiosity among their online communities.
- Makes it share-worthy
Research shows that the anticipation of an experience can bring more delight to customers than the possession itself (The Atlantic). The use of custom tube packaging not only cultivates anticipation but also elevates the unboxing experience, adding another layer of enjoyment for customers. This heightened anticipation enhances the overall experience, leaving a lasting impression on customers and their perception of the brand.
Premium spirits tube packaging, renowned for its imaginative and visually striking designs, further amplifies this effect, elevating the unboxing experience with its aesthetic appeal. As a result, the better the experience, the greater the chance of customers influencing others and sharing their unboxing experiences online.
- Taps into new opportunities
Two-thirds of consumers want to be more sustainable, and 64% of shoppers are more likely to buy from retailers with sustainable packaging (Drapers), indicating a preference for brands employing green packaging practices. What’s more, 46% of consumers say being sustainable is most important in drinks packaging (Mintel). However, this emphasis on sustainability doesn’t mean having to compromise on the uniqueness or quality of paper tube packaging.
Paper-based tubes offer a compelling solution for premium drinks brands, with every part of the packaging being 100% recyclable, even the base. This ensures that brands can benefit from leveraging the benefits of limited-edition drinks packaging while making sure they’re still in line with the demands of eco-conscious consumers.
- Adds a touch of luxury
 Luxury tube packaging can help to premiumise a product. By using high-quality printing techniques and finishes, like offset litho printing coupled with luxury decorative finishes to create stand-out paper-based tubes. This elevated presentation not only enhances the perceived value of the products inside, but also captivates consumer attention by making products more desirable and interesting to customers, especially those looking for sophisticated drink choices. After all, 31% of adults who buy alcohol are prompted to purchase due to a visual ‘wow factor’ (Mintel). By associating the product with luxury, customers are more likely to perceive it as a premium offering, helping to distinguish it from competitors and justify a higher price point.
- Gives the gift of giving
Gift-giving is a huge market in the UK, with 63% of adults having purchased alcoholic drinks as a gift for someone in the last year (Mintel). But there’s stiff competition, so offering customers a distinctive gift-giving experience is vital.
For customers, limited-edition tube gift boxes with lids add a premium element to gifting, infusing the exchange with a touch of uniqueness, helping to transform ordinary moments into memorable occasions, fostering a sense of exclusivity and shareability. The limited availability of promotional packaging designs enhances the perceived value of the gift, which is sure to impress the recipient. Plus, with 64% of consumers viewing premium alcoholic drinks as a good value gift (Mintel), it’s clear that perceived quality significantly enhances the perceived value of these products. For brands, leveraging limited-edition drinks packaging for gifts not only boosts brand visibility but also propels the products to the forefront of a fiercely competitive market, ensuring they stand out amidst a sea of alternatives.
Thirst for more
With limited-edition paper tube drinks packaging, premium drinks brands benefit from increased exposure, higher engagement rates and enhanced brand loyalty while showing customers they’re willing to go the extra mile to provide something new and exciting. At Smurfit Westrock, we’re committed to helping businesses, large and small, use custom tube packaging to engage audiences, boost brand awareness and amplify sales. Get in touch today to find out more.
