When it comes to building a spirits range – how do you prioritise the look of a product versus the taste? Do you choose to stock a product because it looks good? After all, the customer won’t taste it until after purchase. The answer is a lovely shade of grey. Choose a brand that’s good at both. Whilst brands attract with the bottle, they build loyalty with taste, so if you find something you like the look of be sure to sip before choosing to stock.
When we talk about the appeal of a bottle – remember it might not just be about aesthetics. Sustainability in spirits packaging is a big thing, and a consideration for many consumers who want to shop more ethically. Avallen Calvados is a great example of someone doing it well with their lightweight, zero plastic bottles, whilst FAIR Spirits have also become a deserving poster child for responsible brand ethos.
Nick Gillett
www.asiantrader.biz
The sustainable packaging factor may become an even bigger influence on buying habits as proposed packaging regulations (the EPR in England and Wales, the DRS in Scotland) come into play. Brands will have to cover the full net cost of managing their packaging waste, so expect to see brands starting to take action to reduce that waste. What will this mean for you? Well, it might mean possible price increases being passed down the supply chain, and you might want to think about how to reorder your shelf. Choose quality liquids with responsible, attractive packaging and you’re onto a winner.
