4 ways brands are refreshing their summer drinks packaging

With consumption of ready-to-drink (RTD) beverages growing by 102% in 2023 (NielsenIQ), for drinks brands, now is the perfect time to capture consumers’ attention with creative, eye-catching, and planet-friendly packaging. Whether selling RTD products online or on supermarket shelves, with so much competition, first impressions really do count.

Refreshing your beverage packaging can supercharge sales and boost brand loyalty, especially among the increasing number of eco-conscious consumers.

In this blog post, we explore 4 key ways to craft captivating drinks packaging that will ‘wow’ your customers. We also highlight examples of standout beverage companies that have successfully revamped their packaging to maximise their appeal in the market.

Here are 4 key ways to craft captivating drinks packaging:

1. Cater for convenience-craving consumers
2. Align with consumer attitudes
3. Stand out with simple but striking designs
4. Keep messaging consistent

1. Cater for convenience-craving consumers

With busy lives to contend with, consumers are increasingly craving convenience, which has led to the rise in RTD products. Around 37% of adults enjoyed RTD alcoholic drinks in 2022 (Simpson Beverages), particularly those aged 18 to 34, highlighting their climbing popularity. Consumers want to enjoy a premium and delicious drink but with the convenience of it being easy to carry and enjoy on the go.

With the right packaging, RTD products can meet this need, offering a simple drinking experience without the need for preparation beforehand, multiple ingredients or an abundance of packaging waste.

Here is an example of canned cocktail brand, Niche Cocktails, who achieved this with stunning eCommerce packaging delivered directly to eager consumers’ doors.

2. Align with consumer attitudes

Consumers increasingly prioritise the environment when they shop, and drinks packaging needs to reflect that changing attitude. 94% of consumers think it’s a brand’s responsibility to create products that are not harmful to the earth and 75% of consumers are more likely to purchase from brands that offer green or sustainable products (Deloitte Global).

Consumers are actively choosing brands that align with their eco-conscious values, opting for products with eco-friendly packaging made from recyclable, biodegradable or reusable materials.

If your drinks packaging isn’t kind to the planet, you risk being overlooked by eco-conscious consumers. Consumers now expect sustainability when shopping, and switching to environmentally friendly packaging is essential to remain part of the competitive market and give consumers what they want.

Watch what consumers had to say about sustainable packaging in our street interview and how canned drinks brand, Corrigan’s Original, struck a balance between high-quality and planet-friendly packaging.

3. Stand out with simple but striking designs

Beverage packaging has a huge impact on consumers’ purchasing behaviour. Striking packaging designs that stand out not only grabs a customer's attention, even when a product is hidden amongst other RTD products, but also boosts the product’s perceived value.

This premiumisation encourages consumers to choose it rather than other options on the shelf. Premium packaging can elevate a drink from a simple beverage to a luxurious, refreshing experience.

An attractive drinks packaging design also enhances the unboxing experience, especially if it’s a limited-edition design or a promotional pack.

With consumers looking for refreshing and exciting beverages to enjoy, visually appealing packaging can help drive sales and create brand loyalty. This is even more important now that unboxing experiences are often shared on social media, which has led to a whopping 82% of people stating that they are persuaded to buy a product or service by watching a video online (Wyzowl).

See how Arrowtown Drinks, a forward-thinking RTD brand that produces hard seltzers, elevated brand awareness and stood out in a sea of competitors with their new attention-grabbing retail packaging solutions for hard seltzers.

4. Keep messaging consistent

There are a lot of packaging trends out there, but consistency can’t be overlooked.

Clear, consistent, and minimalist messaging and designs are essential elements in drinks packaging. Using consistent packaging helps establish a strong brand identity, making it easier for consumers to recognise and trust an RTD product.

It makes sure that your message is obvious and unmistakable, showing consumers you are a familiar brand they can rely on time and time again.

72% of shoppers are influenced by a product's packaging design (Ipsos), and a minimalist design helps a product to stand out without overwhelming the consumer. This is particularly effective in grabbing the attention of busy shoppers, who have to make quick purchasing decisions based on only seeing a product for a moment or two.

Instead of trying to add a whole host of different features to your packaging drinks design, keep things simple. Focus on sharing the value of the product and its benefits.

After all, 31% of consumers are interested in purchasing premium soft drinks with additional functional benefits such as ingredients that provide mood-boosting, immune-strengthening qualities (The Grocer), and displaying this information on your packaging could help to drive important sales.

Discover how Edmunds Cocktails, an ‘all flair, no fuss’ RTD brand, uses a straight-forward commercial drinks packaging design that elevates the at-home drinking experience and provides consumers with all they need.

Make a splash with your drinks packaging

We hope you’ve found this roundup of tips and examples helpful and that it has inspired you to consider revamping your own drinks packaging.

Refreshing your beverage packaging can amplify sales, enhance brand recognition, and foster customer loyalty. From RTD drinks to cocktail delivery services, the right packaging will ensure your products stand out both on shelves and online.

Contact us to spruce up your drinks or beverage packaging and make a lasting impression today.