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Shaking and Stirring the Gin Market


Author: PHD Marketing, June 05, 2018

With summer’s longer evenings, the start of the wedding season and a host of sporting fixtures to follow, it’s time to let the celebrations be-gin!

Whereas previous summers have been dominated by tipples such as prosecco and Pimm’s, 2018’s hotter months are expected to be accompanied by delicious gin beverages. Now the UK’s most popular spirit, its market has experienced massive growth in recent years, seeing sales soar to £1.3bn in 2017 alongside a boom in new distilleries.

Evolving in recent years into a high-end choice, its regeneration is driving unprecedented demand for artisan, regional and craft drinks. Gin fans are now enjoying a diverse range of flavour profiles, from Herefordshire crab apple to Yorkshire rhubarb infusions, all with the reassurance of careful sourcing and production.

For packaging manufacturers, this premiumisation presents an exciting challenge. In order to reflect the story, values and experience of each product and brand, the industry is pushing the boundaries of beverage boxing to deliver mouth-watering designs.
BoxMart is leading the charge here, serving the gin market with its refreshing approach to constructional engineering. Combining protective and presentation requirements for minimal breakage risk with maximum shelf impact, our expertise is just the tonic for brands and retailers seeking to enhance their offering.

We explore the cocktail of considerations which go into creating unforgettable gin boxing solutions…

The Values

Packaging manufacturers are responding to growing consumer concerns surrounding provenance and environmental impact across all sectors. This is particularly important for the gin market, with its emphasis on craft production and responsible, sustainable sourcing.

Microflute corrugated board is rapidly becoming the material of choice to meet these needs, thanks to its outstanding green credentials. As one of the most renewable and recyclable substrates available, its closed-loop potential appeals to an eco-conscious public while also protecting products from damage and wastage throughout the supply chain.

The Look

Microflute also complements gin packaging with its artisan look, ideal for a sector which prides itself on craftsmanship. Combining paper-based materials with reliable techniques such as litho printing, manufacturers are able to achieve an on-trend sustainable appearance alongside efficient production and premium-quality graphics. Alternatively, microflute can even be printed to mimic other sustainable materials, such as wooden crates, for an eco-friendly aspect with a lower price point.

Moving away from environmental considerations, other visual demands are introduced by gin’s high-end, discerning clientele, who expect the product’s packing to reflect the luxury goods within. This opens up opportunities for manufacturers to create sophisticated looks with foils, special effects and finishes, from gloss, pearlescent or glitter coatings to tactile embossing.

The Mechanics

A side-effect of gin’s enormous popularity is crowding in the marketplace, naturally placing greater demand on product shelf-appeal. Constructional design becomes a significant asset here, engaging consumers with the pack and establishing important point of interest, supported by microflute’s impressive protective qualities.

From moving components to unusual shapes such as hollow cube designs, the sector is delivering technical and aesthetic triumphs to drive conversions and advance packaging possibilities.