We live in a world where customers are eager to spend up to 13% more for the sheer pleasure of luxury and indulgence (PWC). This craving for top-tier experiences is driving a powerful trend, especially in the drinks industry, where an impressive 64% of gift buyers recognise premium alcoholic beverages as the perfect high-value gift (Mintel). But what truly sets these gifts apart? It’s the exquisite luxury packaging that instantly elevates the experience, making every sip feel like a celebration.
With customers demanding premium products, high-quality packaging for drinks is giving sales a significant boost and doing it in the following four formidable ways.
- Heighten perceived value
There’s no shortage of luxury goods out there – with the UK market projected to generate a revenue of £14.64bn in 2024 (Statista) – and consumers have more choice than ever when it comes to gifting alcohol to loved ones. To grab the attention of consumers and create a sense of exclusivity, you need to increase the perceived value of your product. You must demonstrate that the product is high quality and luxurious, as 34% of customers rank quality as the most important factor when purchasing (Home of Direct Commerce). Customers often perceive a product as more desirable when it boasts premium packaging. That means they are more likely to make a purchase, share their experience with others and become repeat buyers.
- Deliver an extraordinary experience
One in three customers will leave a brand they love after just one bad experience (Edume), so there’s no room for error with customer satisfaction. With 86% of buyers willing to pay more for a great customer experience (Super Office), it’s no longer enough to provide a standard service. You must go above and beyond, showing customers they will receive a superior experience with your brand each and every time they buy.
Luxury alcohol packaging is the cornerstone of creating extraordinary customer experiences, transforming the simple act of receiving a gift into a memorable event for the recipient. Today’s discerning customers crave an unparalleled experience with a brand from the very first interaction to the final impression. Premium packaging not only elevates your product’s status but also enhances customer satisfaction and fosters deeper brand loyalty. This powerful combination ignites glowing reviews, sparks enthusiastic referrals, and drives repeat business, all while boosting your brand’s reputation to new heights.
- Stand out against the competition
Alcoholic drinks are a ‘go to’ gift choice, with 52% of adults in the UK having bought them as gifts in the past (Mintel). This has resulted in a crowded marketplace full of tempting options, but that doesn’t mean you can’t stand out against competitors both on shelves and screens. Packaging is the first thing someone sees of a drinks product, and with 31% of adults buying alcohol because of a visual ‘wow factor’, it’s clear that packaging is important (Mintel). Including finishes like foil stamping, embossing and metallic inks can give your packaging and brand a distinctive edge against competitors by elevating your product and ensuring it grabs the attention of budding gift-buyers.
When a product is beautifully presented, it’s not just a gift – it’s an experience that stands out and is eagerly chosen by many.
- Deliver unbeatable unboxing experiences
Luxury gift packaging not only helps drinks stand out on shelves but also commands attention online and on social media. Videos featuring the unboxing of products have been viewed more than 1.1 billion times on YouTube (Internet Retailing), amounting to users spending millions of hours watching others open packages, and the packaging itself plays a huge part in that. In fact, the importance of packaging in the unboxing experience is high, with nearly half of UK shoppers thinking so (Internet Retailing).
Luxury alcohol packaging instantly evokes a sense of exclusivity and premium quality, making both the product and your brand irresistibly attractive to shoppers. With 62% of unboxing video viewers tuning in because they’re considering buying the featured product (Internet Retailing), this is a golden opportunity for alcohol brands to shine. The allure of luxury packaging not only captivates potential buyers but also amplifies your brand’s presence through social sharing, positioning your product as something truly extraordinary.
When supercharging sales in the drinks industry, luxury gift packaging is a major factor.
By investing in high-quality, eye-catching packaging, you can captivate consumers, prioritise premiumisation and enhance the unboxing experience to appeal to shoppers and pip the competition to the post.
At Smurfit Westrock Saxon, we have what it takes to elevate your packaging to the next level. Get in touch to find out more today.
