Drinks Market Trend | Rawlings News

Packaging trends 

We always try to keep our ear to the ground when it comes to new products and new packaging trends, whether that’s bottle styles and innovations (if we aren’t driving them ourselves – check out our client case studies), or unique branding and designs applied to off-the-shelf products.  

One great source of information from a branding and design point of view is the Dieline. In case you haven’t come across this resource yet, it’s the leading media brand for consumer packaging and consumer brands and focuses on the importance and value of packaging design.  

If you are currently in the process of developing new packaging and want to get a feel for the industry and its recent product launches, or if you're like us and just appreciate unique packaging styles, it’s worth a visit. Some of the products, branding and designs are truly jaw dropping, and we’re very proud that several of our clients have been featured. Click here to view the Dieline website. 

Growing drinks trend 

Working in the industry and developing bespoke packaging ourselves we have noticed a growing trend which appears to be echoed on the Dieline, and that’s the rise in use of apothecary style bottles across several drinks markets. 

Trying to anticipate emerging market trends, we first started supplying a range of these styles of bottles around 4 years ago. Initially we were developing cold brew coffee packaging for several clients, but more frequently we have seen other drinks markets adopting this style of glass bottle, most recently kombucha. You can now find these bottles being used across several markets including, cider vinegar, craft soda, cold brew tea, matcha, organic energy drinks, milkshakes, spirits mixers, health drinks and even beer – for that prohibition feel.  

Is apothecary the right term? 

When we see this style of bottle in the press, it’s frequently referred to as an apothecary bottle, but we feel using this term perhaps pigeonholes it a bit. If you’re looking for that old fashioned look then great, but this style of bottle can also be used to develop modern product packaging with an edgy, fun, or elegant feel. It’s all down to the design. Here’s a few of our favourite designs to give you a little food for thought. 

If you’re interested in this style of bottle get in touch, we stock a range of styles from Alpha Sirop, Boston Round, Winchester and Medical Round, all of which have slight nuances which effect the overall look. You can take a look at these ranges under our soft drinks category which you can find here.  

Story telling 

If you’re launching a new product the option to create a bespoke bottle to generate a point of difference, unless you’re an established brand, is more than likely off limits but it needn’t hold you back.  

The key to generating a competitive advantage when using off-the-shelf products like the one’s featured above is down to storytelling. According to Shilen Patel, the investor and start-up mentor who helped set up Diagio, “founder led brands are going to beat the big brands”, they have been able to “steal share” from large companies because of changing consumer preference. 

Consumers now care about the founders, the ingredients, how it was made, and the company mission. Big brands have lost trust, they are built for scale and efficiency. “You have an unfair advantage over the big boys… If you have a good enough story.”  

Large retailers have already recognised this, such as Ocado. Rosie Price, head of buying at Ocado is increasingly looking toward securing business from small or niche brands that offer their customers a reason to shop with them.  

The food and drink markets are becoming increasingly fragmented as smaller brands work to shake up the categories and end consumers develop tastes that are specific.  

To read more about the elements that are creating favourable market conditions for founder led brands, click here.  

Communicating your story 

This can only be done through design. In those fleeting moments when consumers, retailers and investors are considering your product, the design does everything. We really can’t stress enough how important this element is and should be a considerable part of your packaging budget. It’s not just about how it looks, it’s about what and how it communicates, but a good design will last years, so it’s worth the investment. 

This is where we can help. We have an in-house graphic design department that specialises in product packaging design. We will take you through an in-depth process to really get to grips with your brand, your product and your story so we can effectively communicate to your target audience whilst standing out from the crowd.  

We will also ensure that the design you choose can be replicated with your chosen decorative process or processes. You don’t want to set your sights on screen printing for instance and then produce a design that can’t be applied using this process because it has too many elements. It’s better to talk to us earlier regarding the options available as there are certain intricacies with each decoration style including overall look, price, lead time to produce, and the level of detail that can be achieved. It’s much better to have an understanding of each process before the design work begins. 

Whether you use us to project manage everything or want to outsource the design element to an agency you’re fond of, the most important aspect is that we deliver a product you and your audience love.  

For a broader look at the elements worth considering in packaging design please click on the article below.  

Get in touch if you would like to know more about any of the aspects we have discussed above.