Two new subcategories have been introduced to the annual Pentawards packaging design competition – one for CBD product packaging, the other for spirits.

The new Spirits Collection subcategory falls under the Beverages umbrella. It is set to reward innovative designs for spirits ranges, including at least one dark and one clear spirit, and individual packs can now be submitted for an award.

Spirits have been a popular and competitive subsection in Pentawards submissions over recent years, and their dedicated category reportedly responds to inquiries following the introduction of a Wine Collection subcategory in 2021.

Meanwhile, the Body, Health & Beauty category will now feature a CBD subcategory. With the cannabidiol market set to reach US$19.67 billion by 2032, Pentawards hopes to shine a spotlight on the industry’s development through its packaging design.

“The Pentawards has always been about celebrating the best in packaging design on a global scale across different sectors and industries,” says Adam Ryan, head of Pentawards. “Therefore it is so important we introduce new categories to show the versatility of packaging design and how it reflects changing sector and industry trends.

“We’ve seen some really exciting, creative and experimental designs coming through in previous years for CBD products, and as this industry grows at pace, we wanted to create subcategories that demonstrates how packaging design grows with it.

“Also following a notable increase in enquiries for a collection category within spirits, we are now so excited that designers and creatives can showcase their designs for different variants within the same brand. We cannot wait to see what these new focuses will bring in terms of creativity for 2024.”

Applications are open for this year’s Pentawards.The 2024 competition window closes on 15th March 2024; the first round of results will be announced in late May, while the winners of the second round will be revealed at the Pentawards Gala in November.

Ruska Martín Associates’ RE:INCARNATED SPIRITS packaging was previously commemorated as a winner at Pentawards 2022. Its glass bottle is reportedly made from 100% recycled post-consumer glass and its cork is recycled from those previously used in sparkling red wine.

Furthermore, its label is printed on uncoated paper made from post-consumer recycled fibres and grape waste, while its bottles are delivered in uncoated cardboard boxes with padding recycled from Euro bank notes deemed unfit for public use.

Among the shortlisted entries for 2023 was a collaboration between Butterfly Cannon and graffiti artist Jason Naylor for Stoli Vodka under another new category for collaborative packaging.

Perola Spirits’ Big Kahuna pineapple-infused gin brand – sold in packaging designed by Appartement 103 – has also been shortlisted. It features a bespoke structural bottle, a laser engraved closure, and a new look for its shipping boxes.

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