- Posted by admin@wigston
- On 8th November 2018
Whisky has been part of Western society since the 15th century. First distilled as a medicine, it quickly evolved to become a much more social remedy – a steadier of nerves, a relaxant, a tonic, a celebratory tipple.
Today, whisky is enjoyed by people from all walks of life around the world and has inspired an entire culture of appreciation by connoisseurs and collectors. Famous distilleries are constantly developing their ranges, releasing new vintages, blends, collaborations and limited editions – and for every new whisky launched, new packaging is essential to help it stand out from the crowd.
Historically, whisky packaging was all about the bottle, but the modern consumer is increasingly looking for a more layered and luxurious experience, so we’re seeing a constant evolution of presentation packaging, with boxed presentation now seen as standard for luxury aged spirits.
Whisky bottles themselves have always leaned towards the conservative; many of the world’s most revered distilleries have hundreds of years of history behind them and in the minds of their loyal customers, the very essence of these brands are tied up in the colour, look and feel of their labels and bottles.
More recently, however, new brands have started to pop up – many of them small, independent distilleries targeting a new generation of whisky drinker with avant-garde packaging and products, from clear corn whiskies to contemporary bottle shapes and even unusual coloured glass that’s a far cry from the traditional green.
As the market for craft spirits continues to grow, those iconic brands – the Glenfiddichs and Ardbegs of the world – know they need to raise the packaging stakes to draw the customer’s eye while staying true to their position as heritage brands.
Boxes offer the ideal solution; providing scope for brands to push the creative boundaries on the outside while remaining true to their iconic image on the inside. Putting a bottle in a box also adds an extra dimension to the opening experience – ‘the reveal’.
Largely user driven, this is a whole genre of online video content built around the physical experience of opening a product, adding an extra layer to the consumer’s sensory experience of the product (often before they’ve even bought it!)
This kind of marketing – voluntary consumer endorsement with potential to go viral – is gold dust to the distiller and well worth the investment in packaging.
At Wigston, our range of luxury papers brings all the nuance of colour and tactile appeal designers need to breathe new life into trusted branding, or help new brands to achieve the kind of premium look and feel they need to compete with some of the biggest names in the business.
Use them to create labels, wrap boxboard or produce innovative swing tags; apply effects like spot varnish, foil blocking or laser cutting and discover how paper can transform a classic into an icon!
To discuss how Wigston Papers could enhance your clients’ brands, get in touch with our team today.