Allied Glass explores the benefits that small bottles can bring to brands by meeting consumer needs.
Today’s consumers are used to and therefore expect a wide variety of choice and fast paced innovation in all the products, services and experiences that they consume. Many of the more established spirits producers have reported suffering from a loss of loyalty for their brands, with the younger consumer being very promiscuous in their purchasing choices. This means brands must continually evolve and innovate to remain relevant within the market place.
Health conscious consumers are more aware of the dangers of excessive drinking, coupled with the wide variety of choice available to consumers means people drink less and less frequently but when they do drink, they are trading up in their purchasing choice to more premium products.
One of the insights derived from research conducted by The Retail Institute for Allied Glass into premium packaging highlights an increase in smaller pack sizes. All brands in all markets want to remain relevant, ensuring their products are packaged appropriately to meet consumer needs.
With the choice of spirits and flavours being greater than ever before, drinkers are increasingly being presented with wide range of bottle sizes for alcoholic drinks. In the UK, 50cl, 35cl and 20cl bottles are all experiencing increasing sales, smaller bottles encouraging impulse purchases as consumers try new types of drinks, affordable gifting and experimenting with new brands. In the UK, the preference for smaller alcohol sizes spike amongst 18 -24-year olds who appreciate both the convenience and accessibility they afford.
Smaller sizes are no longer about solely providing a convenient or functional pack, it is about providing the correct packaging format for the correct occasion and price, it is about maintaining and projecting the same extrinsic values and premium identifiers that are associated with the brand throughout all its communications with the consumer, it is about remaining relevant.