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In the fine alcohol industry, premium brands seek to differentiate their products through the packaging. Wine and spirits companies are extending their limits when it comes to packaging and are standing out because of that.
When producing an outstanding wine and spirit, the package should be outstanding too. Nowadays, brands seek to find the right packaging for their products, to add value to their products and meet the demands of today’s customers.
Univerre a leader in the distribution of glass packaging in Switzerland has created a startup platform to bring the glass packaging one step further by embedding NFC (Near Field Communication) tags that enable direct engagement between the producer and the customer. In this post, we are talking about Connected Packaging.
“Today’s connected packaging technologies enable brands to add value to their products like never before” Ruanda Qamili
What is connected packaging?
Connected packaging does more than holding and preserving the product, it bridges the physical product with the digital aspect of it. Connected packaging leverages QR codes, NFC tags, barcodes, or image recognition to enable users to access relevant content, through the web. These advanced connected packaging technologies enable brands to enhance the interaction of consumers with their products. Moreover, it enables brands to collect valuable insights about customers, their behavior, and preferences.
Trends in the wine and spirits industry
The global wine and spirits market is influenced by the customer demands of today. The trends show that there is an increasing demand for sustainable technology solutions. So, what do today’s customers looks for, when interacting with a brand:
Despite the business benefits, connected packaging is perceived as sustainable as it helps customers in their decision-making and changes their behavior while purchasing a product.
Connecting with today’s consumer
Using connected packaging can create an innovative and unparalleled customer experience at the moment of purchase. The emotional connection with the brand gives power to the brand. Telling the story of your brand to the younger customers will help them to get to know your label and the effort you put into producing your products. As the millennials are demanding customers, connecting with them is a must in the wine industry.
A brand with values
Millennials seem to be more loyal to brands with which they share common values such as brands that are more health-conscious and sustainable.