2021: New Trends in the Packaging World

Recent years have seen changes in the alcoholic beverage packaging industry; these changes have been driven by numerous factors, such as new technologies, changes in consumer preferences, as well as the need for eco-responsibility. This article will highlight new trends in the packaging sector for 2021, as well as Covid-19's impact on the consumption trends of wine and spirit lovers.

The Connected Packaging Boom

The connected packaging trend continues to gain momentum. Technologies like QR codes and NFC chips are used to provide an interactive experience to consumers, and to address needs for traceability, authentication, or simply information.

This is the direction that Domaines Baron Rothschild (Lafite) has taken by equipping the 2017 vintage bottles of Long Dai, its Chinese wine, with INTACT. INTACT is the latest anti-counterfeiting technology developed by Amcor and Selinko. An NFC chip located inside the capsule makes it possible for the consumer to verify the authenticity of the purchased bottle without sacrificing the integrity of the bottle's image.

Eco-Responsibility

The eco-responsible packaging trend is still in full swing, and the wine and spirits industry is no exception. We've witnessed the emergence of different approaches for making wine and spirits packaging fully recyclable, biodegradable, and globally less harmful to the environment.

More than ever before, brands are looking to use biodegradable and compostable materials, like the plant-based biopolymer flask. Indeed, this plant-based material is biodegradable in 18 months, as opposed to 400 years for a traditional plastic bottle.

The same goes for the sparkling wine industry: eco-designed packaging remains popular, without sacrificing luxury and formalness. Following 2 years of development, Ruinart has launched a 100% recyclable paper case, named ''Second Skin.'' This case, inspired by the way master sommeliers wrap a white towel around champagne bottles, is 9 times lighter than the previous one, and has reduced the carbon footprint associated with its production by 60%.

Ruinat Seconde peau

In this respect, Amcor offers brands its ASSET service (Advanced Sustainability Stewardship Evaluation Tool). Certified by Carbon Trust, ASSET is a tool making it possible to the environmental impact of capsules and closures. This analysis spans the full life of the product: from the manufacture and origin of raw materials to the production of capsules, taking into account its "end of life."

The Impact of COVID-19

COVID-19 still continues to affect our market, including consumption trends.

In fact, some consumers are ready to spend money saved on their social activities on luxury or niche products like Scotch or agavebased drinks like Mezcal or Tequila. Others, especially from countries greatly affected by the pandemic, choose products they consider "safe bets." Brands must therefore adapt their strategy accordingly, and those capable of differentiating themselves will be the ones who live on, and come out stronger when the pandemic ends.

To meet this need for differentiation and premiumization in branding, Amcor expedited the development of SHAPEART TEXTURE, its new textured closures offer. With its new texturing technology, Amcor helps brands to stand out from the crowd with original and unique closures.

The pandemic has also led to a boom in e-commerce. Producers need to redouble their marketing efforts to offer higher quality online stores for their clients. While the past year has challenged the alcoholic beverages industry in many ways, it has also created new opportunities for beverage producers. Now more than ever before, we realize that nothing is a given and that those who are able to adapt the quickest are the ones who will emerge victorious despite any setbacks.

Sources: AMCOR, Naked Winery | Plastic packaging to target wine drinkers, accessed March 1st 2021, https://www. amcor.com/insights/case-studies/naked-winery-plasticpackaging-wine Beveragedaily.com, Bacardi unveils biodegradable spirits bottle, accessed March 1st 2021, https://www. beveragedaily.com/Article/2020/10/21/Bacardiunveils-biodegradable-spirits-bottle FRUGALPACK, Frugal bottle – the recycled paper wine bottle that thinks outside the (wine) box, accessed March 1st 2021, https://www.frugalpac.com/frugal-bottlethe-recycled-paper-wine-bottle-that-thinks-outside-thewine-box/ IWSR, 5 key trends that will shape the global beverage alcohol market in 2021, accessed March 5th 2021, https://www.theiwsr.com/5-key-trends-that-will-shape-theglobal-beverage-alcohol-market-in-2021/ LABBAN, Wassim F, Top 10 Beverage Packaging Trends of 2021 – Part 2, accessed March 5th 2021, https://www. linkedin.com/pulse/top-10-beverage-packaging-trends-2021part-2-wassim-f-labban/ LABBAN, Wassim F, Top 10 Beverage Packaging Trends of 2021 – Part 1, accessed March 5th 2021, https://www. linkedin.com/pulse/top-10-beverage-packaging-trends-2021part-1-wassim-f-labban/ RUINART, The second skin case, accessed March 1st 2021, https://www.ruinart.com/en-us/eco-responsiblecommitments VETROPACK, Sustainability made easy with lightweight glass, accessed March 1st 2021, https://www.vetropack. com/en/glass-packaging/lightweight-glass/urces back