Stay Innovative, Sustainable, and Relevant in a Competitive Market
For spirits brands aiming to lead with innovation and sustainability, your packaging plays a crucial role in communicating your values. But how do you know when it’s time for a packaging refresh—and not a complete redesign?
Unlike a full rebrand, a packaging refresh is a strategic, cost-effective way to modernize your shelf presence while preserving core brand equity. It’s less disruptive for loyal customers but can significantly elevate your market perception.
If you’re already proud of your logo or bottle, but something feels outdated or uninspired, here are key signs it’s time for a refresh—especially for brands looking to grow with purpose.
Your Brand Has Evolved – But Your Packaging Hasn’t
As your company grows, your brand should too. Maybe you launched with stock bottles and are ready for something more premium—or perhaps your packaging doesn’t reflect your sustainable values or elevated product offering.
A refresh might mean:
- Custom bottle design
- Adding secondary packaging (e.g., recyclable tubes, reusable bags)
- Premium enhancements like metal accents or embossing
Why it works: Thoughtful packaging updates reinforce your brand’s premium positioning and commitment to innovation. Additional elements like tubes or bags give you more brand real estate for communicating your sustainability efforts.
Example: Highland Park’s packaging refresh emphasized locality and craftsmanship, while streamlining premium details for better shelf impact.
You’re Blending In Instead of Standing Out
Packaging trends evolve. What felt fresh a few years ago can become industry standard today. While category conventions help signal quality and give new brands a sense of credibility (like the neck bump on many scotch bottles), too much similarity dilutes brand distinction.
If your product looks like everyone else’s, it’s time to consider: Brighter or more distinctive label colors, unique bottle shapes or silhouettes, eco-conscious materials that look and feel different.
Why it works: Bold updates break through visual noise on shelves and help attract both new customers and lapsed fans. Packaging is often your chance to connect with your consumers.
Example: The Glenlivet’s redesign used a bolder color palette to stand out in a traditional category and successfully connected with younger consumers.
The Market Has Shifted – So Should Your Format
When consumers tighten their budgets, people are still choosing to trade-up but they’re more likely to reach for something familiar. Introducing new pack sizes will help introduce consumers to your brand (beyond expensive in store tastings) and meet them where they are.
Consider:
- Smaller formats for discovery (like 375ml sampler sets or a 1L bottle for the On Premise)
- Multi-packs for retail and DTC bundles
- Custom VAPs (value-added packs) for gifting or seasonal sales
Why it works: Packaging innovation enables channel expansion and increases consumer engagement. These formats create lower-risk entry points for new customers—especially when paired with sustainable materials.
Example: Still Austin’s 375ml sample pack helps customers explore the lineup before committing to full-size bottles—smart, sustainable, and DTC-friendly.
Efficiency and Sustainability Need to Catch Up
Beyond branding and marketing, packaging plays a major role in operational efficiency and environmental impact. A refresh can be the perfect opportunity to streamline production and cut down on waste.
What to improve:
- Material selection (lighter, recyclable substrates)
- Component fit and assembly
- Overuse of plastic or unnecessary inserts
Why it works: Smart packaging isn’t just beautiful—it’s built for scale. At Spearhead Global, our sustainable packaging solutions reduce complexity, lower costs, and improve performance—without sacrificing visual appeal.
Example: When Buchanans sought a greener VAP, the team at Spearhead Global engineered a lighter-weight paper substrate and leveraged our patent-pending “Pressure Fit System,” eliminating plastic windows while maintaining structural integrity.
Work With a Packaging Partner That Shares Your Values
If your beverage brand is growing or just ready for a change, packaging should reflect your commitment to quality, sustainability, and innovation. At Spearhead Global, we help forward-thinking alcohol brands refresh their packaging in ways that connect to consumers, build on brand experience, and deliver on time and on budget.
Whether it’s a subtle upgrade or a bold new bottle, let’s design packaging that’s as innovative as your product.
Contact Spearhead Global to explore your next packaging evolution:
Sustainable Materials
Custom Bottle Design
Premium Secondary Packaging
Seamless Supply Chain Integration