Packaging In Focus - November 2021 - Drinks

Opinionated about packaging

Design for

LABELLING

and Brexit

PREMIUM DRINKS THE READY-TO-DRINK

revolution

STAND OUT

The Drinks

sustainability and convenience

Edition November 2021 Brought to you by

www.packagingbirmingham.com

EDITOR’S LETTER

The premium drinks market is highly competitive with global brands squaring up to new names coming market at a constant rate. It is also here we find the most amazing label designs, beautiful bottle shapes and highest quality printing and embellishment, as the battle for shelf appeal continues, amidst significant market growth and changing consumer behaviour.

In this issue, we look at how the sector is developing with input from leading design agencies, who have kindly shared their stories of working with innovative drinks brands big and small. As in all other areas of our industry, sustainability is a major focus with many opportunities for recycling of the empty bottles and cans that we all collectively amass. We also look at innovation trends in packaging and machinery, and the many challenges that wine and spirits producers are facing following Brexit.

Neel Madsen, Guest Editor

FEATURES

15.

27.

33.

36.

39.

Connected packaging Quenching the thirst Labelling after Brexit The future of glass packaging Getting in the spirit

FOCUS ON

10.

Sklárny Moravia: Bottles from the heart of

Europe

14.

22.

Croxsons: Creating added value SIG: Sustainability and convenience

TRENDS

4.

8.

19.

31.

Drinks innovations

spaziodipaolo.it

The ready-to-drink revolution PLD Awards: The 2021 winners Celebrity-endorsed editions

SPOTLIGHT ON DESIGN

7.

12.

24.

Lind & Lime: into the limelight Trøve: a treasure trove of flavours Bombay Sapphire: design for a gin icon

The Drinks Edition

Drinks packaging trends

By Paul Jenkins, Managing Director, ThePackHub

The drinks industry continues to evolve with packaging innovation a priority for many beverage operators. ost of the drive in innovation is towards improving sustainability, with the majority of brands, retailers and packaging suppliers working towards challenging targets as part of plastic pacts in place in many of the major global markets. The aim is to achieve 100% recyclable, reusable or compostable packaging by 2025.

With just over three years to go, the pace of change is accelerating despite some initial disruption created by the COVID-19 pandemic. In addition, pending plastic tax obligations in some markets encourage plastic packaging use with a percentage of recycled content. In the UK, due for implementation in April next year, the proportion of recycled plastic to avoid additional taxes is 30%. Inevitably, this is having an impact on the types of drink packaging initiatives coming through the innovation pipeline.

Reducing plastic Both plastic reduction and elimination have been strong themes for drinks packaging as

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it has been across all consumer goods categories in recent times.

Switching out of plastic can be difficult for operators due to the material’s inherently inexpensive nature, as well as its versatility, strength and overall practicality.

Taking plastic out of the drinks market supply chain continues to come to our attention.

An example of this, comes via Aldi.

The UK’s fifth-largest supermarket has recently revealed plans to remove shrink wrap from multipacks for their own-brand cola, lemonade and tropical fruit fizzy drinks as well as across their beer and cider brands.

The supermarket will use FSCcertified cartonboard instead and estimates that the initial switch will save over 90 tonnes of plastic each year. It is part of

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a wider movement that is seeing plastic removed from Aldi’s multipack secondary packaging and replaced with paper-based alternatives. In some cases, multipacks have been withdrawn from sale in preference to the selling of multiple combinations of single units. The change to 100% recyclable, FSC-certified cartonboard will mean that nearly 11 million Aldi 330ml own-label packs will switch to packaging that is widely recyclable throughout the UK. The complete roll-out to include all own-brand beer and cider products is estimated to save over 150 tonnes of plastic annually.

Bio-based materials There are a significant number of compostable, biodegradable and bio-based solutions both

in development and coming to market as brands look for material alternatives to fossil-based polymers.

An example of this comes from Maison Ruinart; more than two years of research and development has led the champagne brand to present a new packaging format, which will be introduced in the brand’s major Western European markets.

Pressed wood-cut bowls have replaced the existing champagne cardboard packaging with the new outer packaging completely recyclable and nine times lighter.

The 2021 PLD Innovation Award for sustainable innovation (see page 21) also reportedly reduces carbon footprint by around 60% and is completely recyclable. The new packaging format has been designed to hug the bottle like a second skin and consists of natural wood fibres that come from sustainably managed forests. The packaging neatly follows the lines and contours of the bottle and is distinguishable by the lack of any sharp edges. It was developed in collaboration with luxury brand agency Chic, French folding box manufacturer Pusterla 1880 and fibre packaging experts James Cropper.

Another example in the wine sector is The English Vine, which has launched some of its wine in a paper-based bottle from Ipswich-based Frugalpac. The ‘Frugal Bottle’ is made from 94% recycled paperboard, with a food-grade inner pouch similar to those used in wine boxes. The English Vine states that 46% of the CO2 footprint of a glass bottle of wine comes from the packaging, due somewhat to the weight of the glass and the associated impact on transportation. The carbon footprint of the Frugal Bottle reportedly six times less than that of a standard glass bottle and is also five times lighter. The English Vine has now committed to moving all of its wine to paperboard within the next five years.

Recyclability With the majority of brands and retailers working towards targets to improve the recyclability of their packaging, we are inevitably seeing many new initiatives come to market. Recycling is multifaceted. It is the introduction of recyclable solutions – either through the switching from other materials or making the material easier to recycle (through the introduction of mono materials

for example). It is also about the introduction of recycled content in packaging.

Switch to board Estrella Damm have collaborated with board and paper specialists and Innovation Zone members Graphic Packaging International (GPI) to replace all of its plastic shrink film packaging on their multipack cans with a recyclable

board alternative. The unique pack design was designed internally by GPI and features rounded corners which is hoped will give the pack a greater stand-out instore. The move will save the equivalent of 99 tonnes of plastic per annum and is part of Estrella’s ambition to move to more sustainable packaging by the end of 2021. The design of the pack holds the cans tightly together protecting them as they progress through the supply chain.

The drinks industry continues to deliver many new packaging innovations. Sustainability will continue to be the focus for 2022 and beyond, as operators aim to implement their challenging environmentally-focused targets.

It is an exciting time for this vibrant industry with many new initiatives to come to market.

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A part of the Pusterla 1880 Group FROM OUR EXTENSIVE UK FACILITIES WE DESIGN, MANUFACTURE AND SUPPLY AWARD WINNING, INNOVATIVE, LUXURY, SUSTAINABLE PACKAGING SOLUTIONS FOR THE DRINKS, BEAUTY, CONSUMER ELECTRONICS, GIFT AND CORPORATE MARKETS.

Into the limelight

By Jen Newell, Production Manager, Contagious

Design agency Contagious created a distinctive look for Lind & Lime gin which reflects the brand’s heritage and ecoconscious values. +44 (0)116 275 2666 sales@pollardboxes.co.uk www.pollardboxes.co.uk

rom launch, Lind & Lime Gin has proved hugely popular with ground-breaking sales, a presence in multiple territories and a raft of global taste and design awards to its name.

First created as precursor to a new distillery and brand home in Edinburgh’s Port of Leith, local history and pride has always been at the core of the Lind & Lime brand. The Port of Leith, where the new distillery is now rising on the water’s edge, has a centuries long connection to the spirit trade and this local history informed every detail of the brand. It is reflected in the bottle’s curves, which mirror the industrial glass kilns that once dotted the skyline on a ship’s approach to the city and the emboss on the bottle’s base “Leith Glass Works’’ – is a stamp of local pride.

Every excellent story deserves the best closure. *T-cask is made through an innovative production process, where end-of-life ageing barrels are reused to create exclusive and sustainable closures.

The Lind & Lime name and credit for the gin’s fresh and lively citrus notes were inspired by Royal Navy surgeon and Edinburgh local Dr James Lind, who saved

countless lives when he made the connection between citrus fruits and the prevention of scurvy.

The brand’s eco-conscious principles are visible in every element of the packaging design.

The bottle’s distinctive oceanic tint, which beautifully compliments the gin’s lime profile, was achieved by experimenting with post-consumer glass waste – a brilliant example of what can be achieved when design agency and manufacturer work in close collaboration. The outer wrap is a now collectable illustrated tissue paper – a detail that helped fulfil the desire for 100% plastic free and recyclable packaging.

Investing in a bespoke bottle silhouette gave Lind & Lime, Contagious and the manufacturer the opportunity to create true stand out for the brand; the negative space around the bottle is purposely designed to create advantage. It allows the Lind & Lime silhouette to breathe – when lined up along the back-bar with its peers, this negative space illuminates its presence.

The label substrate is a subtle cord embossed paper, running in tandem with the circumference of the bottle. The simple bold linear typeface complements the ridge and furrow lines running down the bottle, the lines themselves bouncing light like breaking waves.

The finishing touch – the neck label over the stopper – is stamped proudly with the newly crafted Leith Distillery mark and an epitaph to Dr Lind.

The end result is a striking design fit for this lifestyle brand with history and local values at its centre.

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Are you ready?

By Neel Madsen

According to the latest figures, ready-to-drink (RTD) is the fastest growing beverage alcohol segment globally, with the humble aluminium can taking the industry by storm.

n the last few years, the RTD market has exploded. What was historically the domain of soft drinks, today represents a serious growth opportunity for alcohol brands large and small.

Single-serve adult drinks have become incredibly popular, a trend fuelled by changes in consumer behaviour and a thirst for new flavours, more convenience and innovation.

Hard seltzers have now in earnest made their way across the Atlantic from the US. These fruit-flavoured alcoholic sparkling waters have become very trendy. Most often served in cans, they are usually low-calorie thereby tapping into the growing health consciousness amongst younger people, who are also keen on the easy recyclability of this packaging format.

Ready-mixed convenience Cocktails were made for RTD and have indeed been around

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for quite some time, but now the pre-mixed cocktail is a must have for all brands. Absolut, Bombay Sapphire, Red Bull, Captain Morgan and Bacardi are just some of the many household names that can be bought pre-mixed in a variety of flavours.

The rise and rise of gin naturally spilled over into the RTD market, where there is a lot of pre-mixed choice. One recent launch comes from Jawbox Gin with the introduction of its Classic Gin & Ginger Ale and Pineapple & Ginger Ale flavours conveniently packaged in cans. “With the RTD category booming and Jawbox consumers looking for their favourite gin to enjoy on-the-go, especially in recent times where socialising outside has become the norm, it felt like the perfect time to launch the brand into the RTD category,” said founder Gerry White.

As a first for the usually very traditional whisky industry, Ian Macleod Distillers has brought to market two RTD flavours for its single malt Scotch brand ‘Smokehead’ hoping to make the brand more accessible. The new canned range, which includes Smokehead Mixed with Cola and Smokehead Mixed with Ginger & Lime, will no doubt help persuade consumers new to the world of single malt to try something that was previously outside of their comfort zone.

The sustainable option Wine-for-one formats have been around for years, but such has been the change in perception of the humble can that start-up brand Vinca Wines went directly to can rather than full bottle when it launched earlier this year.

The company’s mission it is to bring organic wine to the market in

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the most sustainable way, so the founders chose 100% recyclable cans made from 73% recycled materials for their two flavours of wine. The label material used is equally environmentally friendly.

Produced by Berkshire Labels, they are printed on Avery Dennison’s rCrush Grape FSC paper, which features a face material that is made with 15% grape waste, with the remaining paper containing 40% post-consumer recycled fibres and 45% virgin wood pulp.

With researchers predicting that the huge growth in RTDs will continue, even more brands will be flocking to the canning line to get in on the action. According to IWSR Drinks Market Analysis, we will see a staggering 15% annual growth globally to 2025.

Twenty years ago, ARDEA SEAL patented the innovative ELITE stopper, able to guarantee the best conservation and ageing of wine.

Today, we are launching ORGANIC, which is not only 4.0 but also sustainable and environmentally friendly. After 4500 years, we embrace change while respecting the traditions, emotions and rituals which have always elevated wine to a passion.

ARDEA SEAL, The Wine Closure

Sponsored feature

Sponsored feature

Sklárny Moravia Glassworks: exclusive bottles from the heart of Europe

By Sklárny Moravia

The Czech company Sklárny Moravia has established itself on the market with a unique offer: it can produce small series of very sophisticated bottles.

These are ideal for smaller distilleries or limited editions of multinational giants.

Now the company is reaching out to customers in the UK. sobrno is a small village in a valley in the CzechMoravian Highlands.

For almost two centuries, its people have been united by a glassmaking tradition that dates back to 1827. In recent times, the local independent familyrun glassworks has established itself as a producer of premium bottles with a large proportion of manual labour. The combination of automated machines and the skills of the Úsobrno glassmakers allows the company to offer its clients exceptional both flexibility and affordable prices.

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“We have furnaces for 45 and 22 tons of glass. We are the one of the smallest manufacturers in the world who makes container glass with such small furnaces,” says Radim Bondy, Sales Director.

The bottles are produced by two automated machines, each with six single gob stations with variable-weight feeder. Although they do not handle the same volumes as their high-volume counterparts, they allow for a much greater variability and more complex product shapes. The moulds can be assembled like a jigsaw. Customers can choose different neck shapes according to the caps or add embossing to already finished bottle designs or experiment with the colour.

Therefore, Sklárny Moravia glassworks is also a perfect partner for start-ups. It has already assisted in launching several distilleries which tried out the packaging in smaller batches and then moved on to large producers.

The company management is happy with this approach. Rather than aiming to produce millions of bottles a year, they are interested in special projects.

Typical orders are batches of 10,000 to 100,000 pieces. The capacity is approx. 25,000–30,000 bottles per day on each line, which is roughly the capacity of a truckload or shipping container and corresponds in number to limited editions of premium alcohol. In the so-called parallel production, the company is able to produce even smaller batches of bottles down to 5,000.

“We have retained the production of apothecary jars, the classic ground reagent bottles that you may remember from old pharmacies. One of our British clients has had their caps modified and is bottling gin in them,” says Bondy, smiling.

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Another unique feature in the glass-making world is the range of coloured glass. Apart from Sklárny Moravia, very few other European companies are able to produce pitch-black opaque glass. Úsobrno glassworks also produces special violet glass for a Dutch customer.

Global companies like St Dalfour or Pernod Ricard are among the customers buying the limited

editions. Moravia’s master glassmakers can handle almost any form or shape, with 80% of production based on clientsupplied designs. The company has over 100 types of shapes in its permanent portfolio. These are intended for further modification as semi-finished products, where modifications can be placed according to customer needs, including various embossed logos, inscriptions and forms. Úsobrno designers can also come up with brand-new designs exactly according to the client’s requirements.

“The advantage of working with small glassworks is the enormous flexibility in producing premium packaging exactly to our wishes,” summarises David Kaiserlich of Albert Michler Distillery. Milan Metelka of the family-owned Czech distillery of the same name has a similar experience. “Sklárny Moravia helped us with a bottle that had been refused elsewhere by glassworks claiming it was impossible to make,” recalls Mr Metelka.

In Úsobrno, they look forward to similar challenges. “We enjoy complex jobs, otherwise we wouldn’t be able to do them.

Luxury packaging glass is a highly creative and production-intensive product, essentially a small work of art. Such a bottle gives a unique image to quality alcohol, it sets it

apart from the competition and underlines its uniqueness. We make non-standard bottles by taking a standard round bottle and customizing it completely,” explains Bondy.

Craftsmanship, integrity, tradition and emphasis on carbon footprint reduction are reflected in all areas of the company’s operations.

Glassmaking sand is sourced from the Czech Republic and Slovakia, soda is sourced as a waste product from the pulp mill in Paskov, and pallets are also local and 100% recyclable. The production of the glass itself is environmentally friendly, with recycled product recovery rates of up to 75%, depending on the colour of the glass.

In recent years, Úsobrno glassworks has invested in technological equipment. Thanks to a new filtration system, it has reduced the production of dust, sulfur and nitrogen oxides while it has also purchased new inspection machines to improve quality. In June 2021, the company started up ‘Anna’ – a small furnace (22 t/day) – after an overhaul that extended its lifetime by another six years.

The glassworks is now trying to spread awareness of its existence and unique production, ie that it is possible to make bottles in very small series and customized to

order. This is why the company is also targeting the UK. “The UK is a very interesting market for us and I believe we have something special to offer local distillers. The Czech glassmaking tradition is famous: our glassmakers sell crystal chandeliers to Arab sheikhs, glass cutting is taught here to students from as far away as Japan, and our glass jewelry is world famous.

We know how to design bottles for the finest whiskeys and gins, and we have been making them for years. We are doing something that the big glass houses cannot offer and often say cannot be done at all. But with us, it can be done!”, concludes Bondy.

CONTACT SKLÁRNY MORAVIA, a.s. Úsobrno 79 679 39 Úsobrno Czech Republic +420 516 427 711 info@sklomoravia.com www.sklomoravia.com

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A treasure trove of flavours

By Chris Joscelyne, Marketing

continues to grow, only

accelerated by the pandemic. As

part of this, we’ve been rethinking not just how much we drink

but also what we drink. The low

and no alcohol sector has been

gaining traction as it shows that

moderation doesn’t have to mean compromise.

Tapping into this trend is TRØVE, a new range of lower ABV, calorie-

light, botanical vodka spirit drinks

from premium drink brand owner Distil Plc. Big on flavour, low in

alcohol, TRØVE is distilled with real fruit and botanicals. The

as complex and have the same

mouthfeel as full-strength spirits.

Distil came to us to build a brand around this unique product story

that stood out in the growing low and no alcohol category and

was a natural fit for their high-

unwavering knowledge of flavour.

His obsession and excitement

inspired us to create a brand and packaging design that reflects

this fanatical emotion through an illustration style that conveys the same energy and passion.”

end spirits portfolio. We saw the

Juicy, hand-painted watercolour

the master distiller’s obsession with

label bring the all-important

opportunity to centre this around getting every last drop of flavour from the fruit, even if this means raising a few eyebrows with his

radical botanical combinations.

“Fanatical about Flavour” became

the brand story and the foundation of everything we designed.

illustrations of fruit on the

taste appeal and capture the hands-on, traditional skills of the master distiller, but are

sliced up and mashed up with graphical patterns, creating a

contemporary collage of explosive taste. This leaves no doubt about his unconventional, maverick

At the heart of this flavour

with flavour. The brand name

word-mark – layering up the

the 100% natural, vegan, gluten-

free, zero sugar, 30% ABV drinks are

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It was great to work with a client like Distil who was completely

on board with making the most

sustainable choices and working with our Conscious Design™

increased vibrancy and standout. the paper stock required extra care and attention but allows

printed with a high-build varnish,

“As always, it’s been a pleasure to

embossing. The logo was screenwith deliberately offset gold foil key lines which provide a bold modern twist and intriguing tactility.

Chosen from the Titus range by

the uncoated FSC® certified paper

smooth, chunky and easy to hold,

Allied Glass, the bottle is angular, lending itself to the perfect pour

whether in the bar or at home. It

also allows for an oversized label

Director, Arron Egan, “What sets

distiller who is literally obsessed

TRØVE alludes to the treasure trove of flavours that the master blender has at his disposal and also his

packagingbirmingham.com | packaging-london.com

approach.

explosion sits the brand

unconventional edginess with

dramatically modern, sans-serif

letterforms featuring angled cuts.

lower ABV market. The finishing

touch is a pale blond wooden cap, which is a reminder of the craft

that has gone into delivering fullon flavour that is light in calories and ABV.

For the printing and finishing,

Our thinking was collected into

Digitally printing the labels, they

used to roll out the brand identity

we worked with Royston Labels.

& No Masters 2021.

Kate Alexander, Marketing &

material from Avery Dennison.

As we rethink the way we drink, the new lower ABV category is set to continue to grow.

on the success of gold and silver

for premium levels of foiling and

to catch the eye in the growing

TRØVE apart is its amazing master

amplify natural flavours to ensure

medals at The Spirits Business Low

takes a range of finishes very well.

Orange with Lime, and Green selected pairings that unlock and

The craft, uncoated nature of

device for digital.

has a fine felt marked texture that

For Butterfly Cannon’s Creative

Apple with Ginger – carefully

can also be used as a standalone

with the sliced fruit illustrations and

Made from 100% recycled content,

range includes Raspberry with Lemongrass & Mint, Valencia

across comms as TRØVE builds

Fasson rNaturel Blanc label

How Butterfly Cannon captured the maverick nature of the fanatical about flavour, lower ABV, botanical vodka spirit brand, TRØVE.

more balanced lifestyle

added orange as a fifth colour for

process. For the label, we chose

Manager, Butterfly Cannon

he shift towards a

The ownable ‘Ø’ of TRØVE interacts

brand guidelines that are being

Operations Director at Distil, says work with Butterfly Cannon. Their brand identity and packaging designs for TRØVE beautifully

capture the intense, natural fruit

flavours that are distilled into the heart of our liquids, with the right lightness of touch for our low

ABV, low-calorie botanical spirits.

As we rethink the way we drink, the new lower ABV category is

set to continue to grow. With its

maverick design, TRØVE is perfectly positioned to lead the charge in the high-end, low alcohol spirits category.”

Sponsored feature

Croxsons creates added value through customer journey

By Croxsons

eading glass packaging company, Croxsons, has been supplying a broad base of global clients with primary packaging and closures for nearly 150 years. One of the main reasons for its continued success is the company’s relentless attention to execution, not just in delivering a product, but also in providing service excellence. A multiple award winner, including a prestigious Queen’s Award for International Trade, Croxsons’ brand message – ‘a family of packaging’ – is focused on the importance it places in nurturing business relationships, whilst also demonstrating the breadth and completeness of its offering – the provision of single-source, multichoice glass packaging and closure expertise.

Closely related to the company’s brand message is Croxsons’ commitment to the customer journey, which promises that

from Collaboration, Design and Containers, to Closures, Decoration and Logistics, customers can find everything that they need at Croxsons.

A good example of this customer journey in practice is Croxsons’ long association with distiller, Eden Mill. Being Scotland’s first and only single-site distillery and brewery, crafting gin, whisky and beer, Eden Mill’s mission was to revive the lost art of distilling and brewing in St Andrews by creating small batch, craft products from a site on the bank of the Eden Estuary.

In 2019, Eden Mill opted to change the packaging of its best-selling brand, Love Gin, from ceramic to glass. With the move being in response to trade and consumer feedback, Croxsons took Eden Mill on the full end-to-end Croxsons’ customer journey, resulting in an on-brand glass solution that complements its existing range and reinforces its heritage in a striking and stylish way.

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Croxsons designed and produced a new bespoke 70cl lightweight glass bottle for trade and a 50cl size for retail, both of which being more easily recycled than their ceramic counterparts. Croxsons also used 18% less glass for the packaging than most other industry-standard spirit bottles, thereby helping Eden Mill to emphasise its sustainability commitment. From an aesthetic perspective, the distinctive, crystal-cut dimple effect reflects the heritage of St Andrews and golf, replicating the style of bottle previously used on the Eden Mill distillery site back in the 1800s. The transparent bottle, which includes a printed shield label design on the front and a white custom debossed GPI closure, allows the natural colour of the alcohol to shine through, while the dimpling adds extra elegance.

Given the success of the ceramic to glass transition, Eden Mill has since moved its complete range of premium and heritage gins over to the dimple effect glass designs for both on and off trade, resulting in significant commercial and sustainable benefits.

CONTACT Croxsons 020 8337 2945 hello@croxsons.com www.croxsons.com

It’s time to connect

By Rob Hollands, Managing Director, SharpEnd

Recent research shows that 86% of consumers are more likely to buy a product that delivers a connected experience. s with many new technologies, there is usually a period of hype, high expectations, trials, errors and some questionable use cases. This is often followed by disillusionment, after which we start to find genuine value and begin to climb the ‘slope of enlightenment’, captured by the Gartner Hype Cycle. It is in this period of enlightenment that Connected Packaging now finds itself.

Connected Packaging is a relatively simple concept: take a brand’s largest owned media asset – their packaging – create a valuable consumer experience, add a clear and compelling

call-to-action and incorporate technology such as QR, NFC or AR, to connect it all together.

Digitalising this most analogue of assets finally unlocks who buys and uses our products. It can build genuine loyalty amongst the most valuable consumers, tell immersive brand stories, educate, as well as entertain and delight. It can facilitate purchase, support transparency and authenticity, drive sustainable behaviours and can even begin to make packaging more accessible for blind and disabled users.

Connected packaging technology QR (Quick Response Code): consumers scan a code with their smartphone camera. Mostly recognised as a small black and white square of squares, but with increasing creativity around design.

IR (Image Recognition): consumers point their smartphone camera at the product or packaging. Computer vision or object detection identifies the product and delivers a relevant experience.

Consumers are connecting Three forces have aligned to bring us to this exciting tipping point.

The pandemic has condensed many years of digitalisation into just a few. It has also prioritised organisations’ need to reach consumers in new and meaningful ways and drive value from existing assets.

The big tech companies and handset manufacturers are enabling this momentum. They have continuously enhanced QR and NFC features now

NFC (Near-field communication): consumers tap a small, embedded NFC tag from a distance of around 3cm or less with their smartphone.

AR (Augmented Reality): sometimes combined with IR for a ‘marker-less’ experience but more often triggered from a QR code. AR allows you to ‘augment’ digital content with the physical world. ‘webAR’ is now achieving this without the need for an app.

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3. Educate consumers This is an emerging industry; brands must support and educate consumers. Provide simple steps to engage and communicate the benefits of interacting. Explain to the user how you’ll use their data.

Create educational content for other channels. Remember to also educate your internal teams and partners.

natively built into smartphones, made advancements in IR and supported widespread investment in AR. Finally, and most importantly, consumers are connecting with the objects and products in the world around them.

Recent Connected Consumer Research* highlights the high awareness of QR (88%), AR (64%) and NFC (32%). It confirms the positive consumer sentiment, with 90% of those surveyed in the US and Europe being excited about connected packaging. It touches on the commercial potential, with 86% of consumers more likely to buy a product that delivers a connected experience. However, there is still a need to educate and despite familiarity with QR codes, 51% of respondents didn’t realise they could use their phone camera to scan.

Data opportunity The rise of the connected consumer means there has never been a bigger opportunity for brands to utilise this powerful medium to drive insights and firstparty data. Digital has filled many data gaps, but it still fails to build a picture of what is happening in the physical world. Connected packaging closes this gap with its unique presence across the entire consumer journey – in-store, onthe-go and at home.

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High engagement rates (typically 5-20%) and conversion rates translate into genuine data and insights. It’s common for 40% or more of ‘taps’ and ‘scans’ to convert into customer profiles. This data will be increasingly important as we move through to 2023 and see more restrictions around tracking, including the end of thirdparty cookies. Brands with strong first-party data (and the ability to act on that data) will be well positioned to win.

Tips for success 1. Lead with experience This is a creative endeavour rather than a technical challenge.

Always lead with the experience and appreciate that this is a special moment. It’s likely the user has your product in their hand and the experience should understand this context of use.

Challenge what would compel them to ‘tap or scan’ and identify the most valuable and rewarding experience for that engagement.

2. Establish clear KPIs Connected packaging brings with it all the key benefits of tracking and measurability seen across other digital channels. Set clear KPIs and establish benchmarks.

Comparing other media channels can be helpful, for instance, equate a scan to an online click and apply the associated media value.

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4. Support the activity The best results occur when connected packaging is considered a core pillar of the overall campaign and successful programmes support the activity with communication across channels. Get influencers demonstrating their interaction with the packaging and the experience, incorporate messaging into point-of-sale materials, and communicate in advertising.

5. Move fast Start small and build on your learnings. Initially, you do not need to be deeply integrated into your existing operations or technology stack; you don’t have to address every business objective. Instead, take an agile approach – pilot quickly, get out to market, test, learn and then scale.

Enlightened?

As we creep towards the end of 2021 and brands move from the reactive transformation of the past years into more meaningful connected experiences, it will become critical to build value into your biggest owned media asset, unlock the data opportunity and connect with the people buying and using your products.

The time for packaging transformation is now. It’s time to connect. *SharpEnd Connected Experience Report, July 2021.

Awarding packaging innovation

By Carolina Garcia-Porras, PLD

We review the winners of the first annual PLD Innovation Awards, which highlight many of the key trends in drinks packaging innovation today.

he PLD Innovation Awards aim to identify and celebrate the world’s best packaging innovations in all types of premium and luxury drinks – from wines and spirits to beers, ciders and soft drinks – that have launched into the market in the past year.

From the entries submitted each year by brand owners, packaging manufacturers and design agencies, the judges will be looking for packs that demonstrate true innovation in at least one of the following aspects: technical innovation in production, processing or filling; sustainability; consumer experience relating to decoration, shape, ergonomics or ease of use; creation of new market opportunities; excellence in production; new launches; and beautiful design.

PLD Award Winners 2021 The winners of the PLD Awards 2021 were announced during an official ceremony. The jury had identified the key design and innovation trends resulting in 11 outstanding winning designs.

Judging panel 2021 The jury is made up of leading packaging experts representing some of the market’s most recognised brand owners, as well as internationally acclaimed design and innovation experts.

• Jean-Dominique Andreu – Managing Director, XO Consulting • Isabelle Baruel – Purchasing & Packaging Development Director, La Martiniquaise • Stephane Bernelas – Purchasing Director & Primary Packaging, Hennessy • Lucile Cussenot – Global Packaging Development Specialist, AB InBev

• Thomas Gueller – Editor-inchief, V&S News • Audrey Guérin – Packaging Development Manager, Martell Mumm Perrier-Jouët • Jérôme Labie Duflot – Innovation Manager, The CocaCola Company • Christophe Mantoz – Worldwide Sales Manager, Eurostampa S.p.a.

• Jean-Pascal Martin-Festa – Group Chief Purchasing Officer, Rémy Cointreau • Julien Romdane – POS & Packaging Development Manager, Havana Club, Pernod Ricard

19.

Champagne and sparkling wine Perrier-Jouët Ecobox by Maison Perrier-Jouët

The Ecobox has been designed to

revolutionise the art of gifting with

a collection of boxes that embrace beauty and sustainability. Its

elegant appearance encapsulates the house DNA, while the use of

100% recyclable materials respects nature. New innovative technology allows debossing more than 10

times the average depth, resulting in a high-quality lace effect.

Chateau Lafaurie-Peyraguey

Spirits and liqueurs – premium

The concept of Chateau Lafaurie-

Gin Peace by ATIU

encourage the buyer to consume

for “freedom of design”. The 100%

case. Each bottle of wine comes

decorated all over, even in the

features a glass LALIQUE design,

a pattern of oysters to suggest

case explains the concept of

printing method is a real technical

sharing or giving.

elegant bottle as “an innovative

Bordeaux

and luxury

Peyraguey was to find a way to

Atiu’s Gin Peace bottle stands

the first bottle in the wooden

recyclable glass bottle is subtly

wrapped in silk paper and

most inaccessible areas, with

while a Bristol card within the

the ideal food pairing. This direct

the “Friendship Bottle” made for

feat, said the jury, describing the and sustainable product”.

Beer, cider and soft drinks

Martell Chanteloup XXO Cognac by

Sustainable innovation winner

The MT Rings have been

Martell Chanteloup XXO is a

by Maison Ruinart

MT Rings by Calypso Space developed to replace plastic rings for six packs of cans. Calypso Space used pulp paper, an

organic, biodegradable material, which is also reusable. The

rings can be customized with

embossing, debossing and laser engraving without damaging

the environment. “Very unique,

innovative and something that will

Martell Mumm Perrier-Jouet

bespoke and ultra-prestigious

pack developed to create a highly

personalised customer experience.

The innovation requirements

included the idea of the opening of a secret chest with many different compartments, which resulted in an exceptional work of art, according to the judges.

surprise the buyer,” said the jury.

Second skin (étui seconde peau) The brief for this innovation was

to solve four challenges: to find a

technology that allows the case to fit the shape of the bottle, to make the case impermeable to light,

to ensure the case protects the

wine until it is tasted, and to have

a totally eco-designed packaging.

A new technique was developed

to enrich the cellulose pulp with a

natural metal oxide that reinforces the opacity of this second skin.

The jury thought this entry was

“unquestionably a great success”.

Presentation pack

Coffret “The Botanist” by Spirits and liqueurs – mass

Adega Mayor Open the Senses by Grupo Lappi Etiquetas

The Adega Mayor Open the Senses wine range aims to appeal to all the senses. Each music themed label has been designed to

engage with the consumer’s Vision through the fine die-cut and foiled details in the instruments; Hearing

by referencing the instruments and Touch because the labels include

braille. “A very beautiful execution,” said the judges.

20.

SHAPEART by Amcor Capsules SHAPEART by Amcor Capsules

Quinta da Pedra Alta, Pedra No. 3

to design bespoke shaped or

Portuguese vineyard Quinta da

to fit their packaging. The five-

its entire brand with a new

3D prototyping, test runs,

the frosted effect bottle, clean

jury described this design as an

botanicals from the estate heavily

design that allows you to play with

“very beautiful product that plays

allows wine and spirits brands

Port by Denomination

textured aluminium closures

Pedra Alta wanted to reinvigorate

step process includes design,

identity and new packaging. With

manufacturing and delivery. The

design, touch of transparency and

“innovation in terms of sensory

embossed on the label, this is a

the senses.”

on sight and touch,” said the jury.

packagingbirmingham.com | packaging-london.com

Trust Me Vodka Custom Display

Gift Pack by Virojanglor offers

winner)

The Botanist Islay Dry Gin Planter

market

Still wine

VIROJANGLOR

sustainable advantages. The

second life of the box is at the

heart of the project as a bespoke herb planter which is decorated with the names of the Latin

botanicals that can also be found on the bottle. The jury referred to the pack as a very original idea that takes the consumer to the end of the natural lifecycle.

Box by Retail Pak (certificate

This interactive, sustainable and luxurious pack keeps the bottle as the main focus yet invites

curiosity and helps underline the message that this is no ordinary

vodka. Each box contains over 39 individual pieces of birchwood.

The jury enjoyed the incredible

opening experience of the sliding

doors and loved seeing something completely new.

More information about the awards and how to enter

can be found at ADF&PCD

and PLD Paris | Awards www.

adfpcdparis.com/en/awards

INNOVATION AWARDS

21.

Sponsored feature

Sponsored feature

Stand out sustainability and convenience from SIG

Framptons to install a new generation combidome filling machine, the first of its kind in the UK, which has the capacity to fill 12,000 packs per hour. This unique partnership opens up exciting opportunities for dairy and dairy alternatives as well as juice, water and functional and specialist beverages.

As a differentiator on-shelf, there are already brands that are reaping the benefits from SIG’s carton bottle across categories including household brands Yeo Valley and Weetabix, plant-based beverages Mighty Pea, Grounded and LILK, and waters Water In a Box and NOBL.

By SIG

here is no doubt that sustainability has become a hot topic over the past few years and is certainly here to stay. Consumers, retailers and brands are looking at packaging to become more sustainable, recyclable and more environmentally friendly, to make our future a better one. This is something which is at the forefront of SIG’s packaging portfolio and is integral to its business. SIG’s ‘Way Beyond Good’ sustainability initiative creates a net positive food and beverage packaging system.

SIG is a leading systems and solutions provider for aseptic carton packaging. Working in partnership with customers, the company brings food and beverage products to consumers around the world in a safe, sustainable, and affordable way.

SIG’s unique filling technology and outstanding innovation capacity provides customers with end-toend solutions for differentiated products, smarter factories, and digitally connected packaging – all to address the ever-changing needs of consumers.

solution is the uniquely different combidome carton bottle from SIG. combidome offers the best features of a carton and a bottle, providing clear differentiation on shelf.

The carton bottle combidome offers all the protective, environmental and logistical benefits of an aseptic carton pack, with convenient handling for consumers and easy opening and pouring from the single action domeTwist screw cap. With its elegant shape, combidome is easy for consumers to handle and even drink from – just like a bottle!

The ideal alternative A differentiating, and at the same time sustainable, packaging

22.

packagingbirmingham.com | packaging-london.com

From premium juices and wellness drinks to protein-rich beverages, plant-based drinks and responsibly sourced waters, combidome offers the perfect packaging solution for new products across all categories. The beverage carton offers the ideal alternative to single-use plastic bottles, guaranteeing exceptional sustainable convenience and differentiation in three different volume sizes: 500ml, 750ml and 1000ml.

The lightweight carton bottle also has an excellent environmental footprint, being fully recyclable and largely made from FSC™certified paperboard (FSC™ trademark licence code: FSC™ CO20428). combidome can also be combined with SIG’s SIGNATURE packaging material, where the polymers are also linked to forestbased materials via a mass balancing system.

Mighty Pea recently launched its existing range of Mighty M.lks: Original Pea, Unsweetened and Protein Oat, plus a new Mighty M.lk Barista SKU, in combidome 1000ml with SIGNATURE Full Barrier packaging material and have recently been awarded the Foundation Earth Eco Score of A. Grounded, a plant-based protein drink, launched in combidome

500ml in 2019 as an on-the-go functional drink and can be found in a variety of specialist health food shops at the moment.

LILK has launched The Common Blend Oat & Rice and The Lush Blend Oat, Coconut & Quinoa in combidome 1000ml.

Differentiation platform – a drive to deliver innovative product and packaging solutions that enable businesses to satisfy the everchanging needs of consumers. combidome delivers exactly this and brings something uniquely different and disruptive to the plant-based market and retail

Yeo Valley launched its new Organic Milk Shakes in combidome 750ml with SIGNATURE Full Barrier packaging material, allowing the final product to offer a lower carbon footprint.

Household favourite Weetabix launched its on-the-go Chocolate and Strawberry SKUs at the end of last year in combidome, allowing the brand to stand out on shelf and in the chiller cabinet.

Water brands NOBL and Water in a Box also launched this year in combidome 500ml, breaking away from the norm of PET bottles in the category.

These innovative partnerships leverage the potential of SIG’s Product Innovation and

shelves, standing out with its eyecatching look and shape.

To read more about combidome and the extensive portfolio and complete solutions SIG offers, please visit www.sig.biz For insights into trends that drive the food and beverage industry and inspire us to innovate, visit the SIGnals blog: sig.biz/signals/en

Contact SIG Combibloc Ltd 3 Earls Court 5th Avenue Business Park Team Valley Trading Estate Gateshead NE11 0HF United Kingdom uk.sales@sig.biz www.sig.biz

Reaping the benefits Last year, SIG partnered with co-packing solutions specialist

23.

Designing for a gin icon

By Knockout Design

botanical pattern executed in different ways and textures around the bottle, the design captures the glow of the sunset whilst weaving its enticing story of a refreshingly aromatic gin to enjoy as day becomes night.

For the best part of 10 years, Dominic Burke has worked on Bombay Sapphire, supporting the growth of its portfolio with packaging solutions that crystallise the brand’s iconic aesthetic.

nited by a passion for design and a reputation for innovation, this creative partnership has turned out showstopping packaging experiences time and time again, from an exquisite bottle commemorating the 250th anniversary of the brand’s 1761 recipe to the multi-award-winning GTR pack featuring the first-inmarket use of electroluminescence ink.

When Burke set up Knockout in 2018, Bombay Sapphire was one of the first companies to become a client. The Bacardiowned gin brand immediately engaged the new agency’s team of drink experts in an ambitious programme to bring several new expressions to market. With an intricate understanding of the

24.

brand’s visual equities and a pioneering spirit, Knockout has supported Bombay Sapphire in the successful launch of multiple new offerings in the past two years, including the brand’s first venture into RTD (ready-to-drink).

New generation of gin lovers With growing popularity, the gin category has attracted a newer, more modern audience interested in flavour innovations and new formats from brands that are as accessible as they are alluring.

In recognition of this evolution, Bombay Sapphire developed its new Stir Creativity platform and set the course for developing the portfolio with new expressions that would excite and inspire this new young crowd of gin lovers.

Knockout’s task was to flex and stretch the brand’s visual identity, finding ways to communicate the new propositions and modernise

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its look whilst staying faithful to the core equities that make Bombay Sapphire so iconic.

Bombay Bramble, which launched in March 2020, answered the rising demand for flavoured gin with a more refined, sophisticated spirit.

The design puts a twist on the brand’s existing architecture with a delicate frame of berry brambles etched in rose-gold and a clear label to celebrate the liquid’s ruby red colour. These details not only add a touch of elegance, but also reflect the craftsmanship that sets Bombay Bramble apart from its pink competition.

In designing Bombay Sapphire Sunset, Knockout needed to convey the offering’s complex flavour profile whilst also evoking the mellowing mood of its unique drink occasion. With a gradient that ascends from golden orange to twilight blue and an exotic

Convenient and sophisticated When Bombay Sapphire decided to move into the booming RTD category, there was strict guidance from leaders at Bacardi for the brand’s premiumness not to be eroded when translated onto the new format. Knockout was then briefed to create packaging that conveyed convenience with a level of sophistication not currently seen in the market. A perfect serve of classic iconicity with a modern twist, the design uses bold colour, elegant typography and a matt finish to deliver a contemporary RTD experience that in no way compromises Bombay Sapphire’s aesthetic.

“We have a lot of admiration and respect for Ivano Tonutti, Bombay Sapphire’s Master of Botanicals and Anne Brock, its Master Distiller,” says Burke. “They infuse their expertise, mastery and creativity into developing these new propositions and we work in partnership with the global brand team to truly reflect that in how we bring them to life within the portfolio. That’s why we take a lot of care in designing elements that will showcase this intrinsic complexity without diluting the brand’s standing as the world’s leading premium gin.”

All in the details This year, Bombay Sapphire began development on a superpremium series to celebrate their longstanding relationships with the local growers and suppliers that provide its botanicals. The first launch, Bombay Sapphire Premier Cru Murcian Lemon, spotlights the sensational, sustainably grown citrus fruits from the Murcia region in Spain. Produced from a late harvest, these Murcian Fino lemons, mandarins and sweet Navel oranges are hand-picked and hand-peeled when they are at their ripest to ensure the most intense citrus aromas and flavours are harnessed.

“The proposition added even more layers to the brand’s rich story, which provided an incredible springboard for creativity,” says Burke. “The challenge, however, was in elevating Bombay Sapphire’s equities to highlight its exceptional quality whilst also creating a sense of intimacy that would reflect the love, care and human touch that’s gone into crafting it. To do this, we focused on tactility, adding subtle details that you may only discover once it’s in hand. So rather than creating a cold, distant thing of beauty, we’ve made an intuitive experience that consumers can immerse themselves in.”

With a refined bottle structure, vibrant colour and elegant detail, the final design for Bombay Sapphire Premier Cru captures the prestige of this new proposition, creating intrigue at every angle and with every touch.

Relationship rewards Whilst proud of all the work Knockout has created for Bombay Sapphire over the past three years, Burke attributes this success to working with a brand team that understand true partnership.

“All this has been made possible by a global brand team that not only trust us, but also continuously inspire our courage in doing new and exciting things. We aren’t an agency kept at an arm’s length or merely used for execution. We are completely embedded into the team, able to share ideas and have our voice heard and respected. This really does make all the difference. With strong relationships like this, you can open the doors of efficiency and create magic,” he concludes.

25.

Quenching the thirst

HELPING BUSINESSES TO OUTSOURCE ALL YEAR ROUND

By Emma Verkaik, Membership & Marketing Director, BCMPA

FOOD DRINK

WHITE LABEL

Outsourcing partners are adapting to new and sustainable alternatives in the drinks sector.

CO-PACK

BLEND FILL

HEALTH BEAUTY

CONTRACT MANUFACTURE

ECOMMERCE FULFILMENT

HOUSEHOLD AUTOMOTIVE

STORE DELIVER

Whether it’s for contract manufacturing, filling, packing, fulfilment, e-commerce or logistics, your project is easier via the BCMPA Search our free database of 180+ members for co-packing, NPD, blending, gift pack, private label, rework, pick & pack, storage, distribution and more at: bcmpa.org.uk

The Association for Contract Manufacturing, Packing, Fulfilment & Logistics

s with so many other retail markets, the pandemic and its far-reaching effects have fundamentally changed the drinks and alcohol sector. During the lockdowns, brand owners and retailers have taken the opportunity to develop a significant number of innovative and interesting drink offerings. As a result, the need for agile and effective solutions from their third party contract partners to meet new trends and sustainability requirements has never been stronger.

The ‘New Retail’ There seems little doubt that the series of lockdowns endured by consumers in the last two years has awoken a strong preference for home delivery of drinks and alcohol, and this demand seems unlikely to dissipate. Whilst born out of necessity, the continued closure of high street outlets and increase in employees working from home has seen this trend remain both strong and at the forefront of brands’ and retailers’ thinking. In turn, BCMPA members have had to work hard and at pace to meet

these new requirements, whether it be scalable production, product formulation and innovation, or packaging and sustainability.

Along with many other contract packers, Ian Wright, Sales Director of Bluefrog Contract Packing, has witnessed exponential growth in brands looking for nimble contract partners, able to respond quickly to trends: “With the growth in demand for home delivery, and the greatly increased need for variety and novelty, our advanced short-run capability is in high demand, allowing clients to produce multiple new flavours at quantities that are viable and compatible with consumer market testing,” he comments.

David Berryman, has seen demand develop strongly over the last 18 months. “With retailers and brands seeking to meet the rapidly changing tastes and interests of consumers, we’ve worked with many clients, both old and new, to develop and deliver a range of products and packaging options to satisfy demand. In the last year alone, we have received over 1800 new enquiries, seeking to take advantage of the agility that a ‘one stop shop’ service can provide.

In some cases, the journey from concept to despatch can be as short as three months, providing our clients with the ability to react quickly and effectively to new market trends.”

This demand for innovation has also opened doors for thirdparty contractors who have the capability to develop new products from scratch through to production and distribution, providing brands with a fully external outsource function. Rachel Collins, Managing Director of Luton-based co-packing experts

Trends and innovations The transformational shift away from high street retail sales towards personal home delivery, has seen significant changes in both products and sizing, with growth in ready-to-drink (RTD) beverages forming a large part of this expanding market.

27.

Oliver Whittington, Marketing Manager of Blends Ltd, comments, “With the increase in people working from home, we have seen the demand for alcoholic RTD products like cocktails and low-sugar alcoholic drinks rising dramatically, along with new products such as hard seltzers (alcoholic carbonated drinks).

However, this extra demand is tempered with a resurgence of health consciousness and consumption awareness, and many new lines as well as focusing on their ingredients, are being produced in smaller sizes to meet this ‘portion control’ requirement.”

There seems a strong trend for end-to-end collaboration within the industry, with more and more brands seeking development partnerships from BCMPA members for complete development, manufacturing, packing, fulfilment, and logistics solutions.

Packaging developments It is not just the products that are having to adapt to new demands, but also the packaging. The importance of strong sustainability credentials has become a key driver for brands and retailers, and they are working closely with contract packers to ensure that these needs are met. BCMPA members are at the forefront of this drive.

“The trend away from plastic is pronounced, with demand for cans and glass bottles increasing significantly. Shrink sleeves containing post-consumer recycled plastic (PCR) are now becoming standard, and cans being packed in recyclable cardboard as four and six packs, rather than the larger conventional plastic wrapped packs too,” comments Wright.

28.

Shrink sleeving also provides brands with the capability to explore shorter run opportunities for their new beverages without the lead times and costs involved in sourcing pre-printed cans or bottles and helps to circumnavigate some of the current difficulties and shortages in the supply chain. Using ‘blanks’ with sleeves has grown significantly enabling everything from the testing of new products to the personalisation of drinks and even geographically specific promotional offers, further enhancing brand awareness and consumer engagement. “This capability to deliver targeted, almost bespoke, packaging has helped us develop stronger and closer commercial relationships with our clients as we work together from concept to delivery of truly innovative products,” says Whittington.

Looking ahead The requirement from brands and retailers for rapid and effective support from third-party contractors will remain at the

packagingbirmingham.com | packaging-london.com

forefront of developments, with many of them enhancing both their capabilities and expertise in order to service this growth. As an example, Blends Ltd are investing significantly in both equipment and capacity (especially within the canning sector) to provide additional services and capacity.

“The provision of a new £4 million canning line and an imminent increased production capability up to 240 million cans annually, means we will be well placed to cope with this sustained increase in demand,” Whittington adds.

The trends towards strong green credentials, niche markets and products, and fast reaction to consumer interest will remain at the forefront of the alcohol and drinks industry, and whilst Brexitrelated staffing issues, the ongoing transport crisis and a shortage of CO2 supplies are presenting daily challenges, BCMPA members remain both optimistic and positive that the future is set to remain vibrant within the contract manufacturing, packing, fulfilment and logistics sector.

Celebrity editions

– and now also James Bond – fame working with Edinburgh Gin. The actor/writer/director

designed a limited-edition bottle

and accompanying carton telling the story of Fleabag’s connection

with the Edinburgh Fringe Festival,

with all profits from sales going to

support upcoming artists. Screenprinted front and back, the bottle came to life with the support

of design agency D8 and the

packaging even includes a handwritten note from Andrew Scott,

who played the ‘Hot Priest’ in the TV series.

By Neel Madsen Images: Cardiff Distillery

Premiumisation and limited editions have the same goal – to catch the consumer’s attention and make them feel special.

Celebrity endorsement aims to take that feeling to the next level. n the high-end spirits market, there has been a veritable infestation of celebrities

putting their name to limited

editions or new brands of premium drinks in recent time. Some have even gone as far as buying their

own brand (and having a lot of fun in the process).

the face of a premium spirit. In

2017, the global alcohol beverage company took control of tequila brand Casamigos, which had

been co-founded five years earlier by film star George Clooney. Last year, it went on to buy American

Aviation Gin, whose co-owner was Ryan Reynolds, in a deal that sees the Deadpool star continuing to front the brand in its marketing campaigns.

When Reynolds teamed up

with his actor/director friend

Rob McElhenney to take over

Wrexham Association Football

Club in Wales earlier this year, the pair celebrated by introducing a

limited-edition Aviation American Gin, with the club’s colours and

logo on the label. This was recently

The World’s Largest Hybrid

followed by a version reflecting

Packaging Supplier of glass, plastic,

editions are presented in clear

the colours of the away shirt. Both

®

and metal packaging & closures.

BerlinPackaging.co.uk info.UK@BerlinPackaging.com +44 (0)1473 823011

bevelled, art deco-style glass Diageo is just one of many brand owners that have seen the

potential of featuring a celeb as

bottles that ooze shelf appeal.

Another recent collaboration saw Phoebe Waller-Bridge of Fleabag

Sports personalities are also

getting in on the act. Pro-golfer Lee Westwood’s name can be found on a single cask whisky

from Loch Lomond Distillery, which he created together with their

master blender. The limited-edition whisky, which has been aged for

25 years representing the number of wins Westwood has had on the European Tour, is presented in a gift box featuring his signature, as he joins other pro-golfers in working with Loch Lomond.

Cardiff Distillery has introduced

The Collective, a new series of gins launched by former Wales and

British & Irish Lions players Shane Williams, James Hook, Lee Byrne and Mike Phillips. The two initial

offerings come in beautiful violet

and turquoise bottles with digitally

printed labels featuring copper hot foil and embossing by Kutchibok

Design and Berkshire Labels, and two more flavours are planned.

“The response to the design and

packaging of the bottles has been fantastic – gaining attention from

global players. We couldn’t ask for more!” said Paul Miller, Associate Director.

31.

Wines and spirits labelling post-Brexit

By David Richardson, Regulatory & Commercial Affairs Director, WSTA

New and changing labelling rules following the Brexit transition can be difficult to navigate for wine and spirits businesses based in the UK. “That must be good – it’s 15%!” exclaimed a customer in the wine aisle of my local supermarket. I guess it is obvious which bit of the packaging mattered most to them.

For marketing departments, packaging is so much more than that. Producers need to project an image of their product through its label and supporting promotional material. At the same time, their compliance team must act as goalkeepers to make sure that mandatory and voluntary particulars are correct for each of the markets where the product will be sold.

As one business explained to me, there is a “good” label – that has all the information that the marketing department wants, as long as it isn’t misleading – and

a “bad” label – that has all the information that must be there and in the correct format. Added to that, there are rules about font size and the placement of certain items of information in the same field of vision, as well as sectorspecific rules for wines compared to spirits.

EU rules post-Brexit Now that the Brexit transition period has ended, relatively little has so far changed. Whilst that

may appear to be good news, some things have changed and further changes coming down the track need to be considered now, as products are made, bottled and labelled in advance of release dates.

If the label on products placed on the UK market before 30 September 2022 and sold to exhaustion after that complies with EU rules, then it is acceptable for the UK market.

33.

for businesses ordering labels for stock that will not come to the UK until Q3 2022.

Which importer do they show?

They may not know today the Incoterms (international commercial terms) that will apply at the point of import, so cannot identify the importer when ordering labels. If a product is coming to the UK under multiple contracts, there could be multiple importers, so in theory each importer would need their own label.

The WSTA is asking the government to look again at the wine rules and adopt a more flexible position.

That does not solve the immediate problem, however, so we hope that trading standards authorities will show flexibility where importers have done their best in an uncertain and evolving situation.

However, the same is not true for UK products going to the EU. From 1 January 2021, these have had to comply with EU labelling rules. For elements such as the abv, nominal volume and name, this is fairly simple. The difficulty has been to identify an EU Food Business Operator or EU importer. This has meant that UK exporters have had to set up a business in the EU or work in a different way with existing EU partners, to identify an appropriate address.

Wine labelling The rule will also apply to products placed on the UK market after 30 September 2022. This is less of a problem for sprits, made wines (eg fruit fusion products) and RTDs, where arrangements can mirror those for GB > EU exports, but might be a problem for wine importers.

The rule for wine is more restrictive in that, as framed, the importer shown on the label is required to be the business that acts as the declarant on the customs import declaration. That is a problem now

34.

Challenges for spirits But spirits don’t get off unscathed.

A particular quirk of Brexit is that the new EU Spirits Drinks Regulation 2019/787 has not been rolled over into UK law. This means that products on the GB market must still adhere to the previous Reg 110/2008 and subsidiary legislation, whereas products in the EU and NI are covered by the new rules.

Although the two sets of rules are very similar, they are not the same. The main differences are around the amount of sugar that can be used for rounding off (less generous in the EU); the use of the word ‘dry’ (more generous in the EU), and how allusions to spirits drinks categories are presented, in particular, the font size. There is also a transitional retrospective amendment that relaxes the allusion rules for the EU market.

And then there are voluntary particulars. These are things like health warnings and advice about alcohol units (8g to a unit in the

packagingbirmingham.com | packaging-london.com

UK, but 10g in the EU). Even before Brexit, these could change from country to country, so producers need to make sure that they add the correct voluntary details to labels that are now more market specific than ever.

Finding new strategies Finally, moving goods to, from and through Northern Ireland represents another level of challenge. I’m not considering the challenges around customs processes and potential liability to EU tariffs for goods that might be ‘at risk’ of moving to the EU. Just on labelling, labels for NI need to

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be compliant with EU legislation.

Spirits products that need a UK duty stamp still need that for NI, and the stamp would have to be obliterated to move those products out of NI. The WSTA is working hard on two fronts. First, we are working with our members to ensure they understand the new rules and have strategies to deal with them. Secondly, we are using our extensive government network to try to persuade officials and ministers that we now have the opportunity to make some good choices about which rules the UK can simplify and which we choose to align with the EU.

The future of glass packaging

rate of 75.8%. Whilst this is certainly a significant achievement, the glass industry is striving for more, but continuing to increase the amount of glass that is recycled is reliant on a consistently good collection service.

Currently the majority of local authorities (around 85%) collect their glass via kerbside collection with a few operating bottle bank collection systems, however this is set to change with the proposed Deposit Return Scheme (DRS) in the UK.

By Phil Fenton, Lead Packaging and Recycling Adviser at British Glass

Glass is not just a packaging material of the past, it is the sustainable choice for the future. lass packaging has long been the packaging material of choice for the alcohol market and beyond for many years and for good reason.

Not only does its inert nature guarantee the product will taste exactly how the manufacturer intended, it is also non-toxic, easily recyclable and has unique design possibilities.

As brands and consumers alike become more environmentally conscious and seek out the most sustainable options, packaging providers have been bringing new innovations to the market. Glass has not only stood the test of time for thousands of years, the glass industry is now leading the way in innovative sustainable packaging development.

Innovations in maximising recycled content and reducing glass waste, new design capabilities, manufacturing processes and

36.

ultra-low carbon bottle making have put the sector at the forefront of sustainable packaging.

green hue and a lack of colour consistency appearing in the final product.

Recycled content Consumers are more environmentally and ethically aware than ever. As brands search to meet the consumer demand for more environmentally friendly products and packaging, the need for more recycled content (also known as cullet) in glass packaging has become more evident.

This should not deter premium brands from including recycled content in their packaging, however, as up to 40% recycled glass can be used while still ensuring a quality product and gaining the environmental benefits.

Not only does using recycled glass in the manufacturing process prevent CO2 from entering the atmosphere, it also reduces the amount of raw materials needed and the amount of energy used to create new glass bottles.

While the durability and feel of the bottle is not affected, different colour bottles can accommodate different levels of cullet without affecting the colour of the final product. When producing green and amber bottles, up to 90% and 70% recycled glass can be used respectively without affecting the final product’s colour, but with clear bottles, the more cullet used, the higher the chance of a

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The importance of recycling As the glass industry works with brands and retailers to help to achieve higher levels of recycled content in glass packaging, one major aim is to increase the quality and quantity of glass available for remelt – after all glass is 100% and endlessly recyclable, without any loss of quality.

However, in order for recycled glass to make it back into the manufacturing process and achieve the environmental benefits that consumers and brands need, it must be collected and recycled in the first place.

British Glass believes that the upcoming DRS will have a detrimental impact on closed-loop glass recycling, increase carbon emissions and incentivise an increase in plastic consumption at the expense of glass.

A major concern for the glass industry is that the DRS proposals contain no recycling or remelt target as part of the scheme.

Without these obligated targets in place, glass collected through a DRS will be collected for use in aggregates (such as construction) rather than high value, closed-loop

recycling into bottles and jars.

Therefore, it is better to keep glass recycling at our doorsteps with investment through the upcoming Extended Producer Responsibility scheme funding new infrastructure and communications campaigns, which will achieve higher rates of closed-loop glass recycling.

The journey to net zero While an increase in recycled content and a consistent collection method are vital to reducing carbon emissions in the short term, the long-term goal for the industry is to reach net zero by 2050. British Glass published the industry’s net zero strategy in July this year.

have already proved that working with alternative fuels is possible on a small scale. Other research into the use of waste ash as a secondary raw material in the production of new glass products, to reduced ash from other industries going to landfill, energy and raw materials, have also been successful.

The glass sector is already leading the way by exploring the use of alternative carbon neutral fuels, such as renewable electricity, hydrogen and biofuels, to replace the fossil fuels currently used in the manufacturing process.

Despite the long road ahead before reaching net zero carbon manufacture, successful trials held

by UK manufacturers in both the container and flat glass sectors

Undoubtedly, challenges and policy barriers lie ahead, but the glass sector will achieve net zero carbon emissions as we head towards more sustainable manufacturing that both consumers and brands alike can benefit from in the future.

The most recent recycling figures from DEFRA show glass to be the second most recycled packaging material in the UK, with a recycling

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Producing and packaging gift packs and hampers of alcoholic tasters calls for flexible machinery, automated processes and quick job changeovers, as well as attractive packaging.

full-size bottle, advent calendars

protection and promotion.” The

entire range of products in smaller

which come in automated

can lend itself to the uncertain

tunnel) versions, are able to

Packaging Systems’ managing

and can produce a high-quality

allow brands to showcase their

manufacturer’s L Sealer machines,

‘taster’ bottles or miniatures, which

and combination (with shrink

shopper,” observes Yorkshire

operate with both types of film,

director Glyn Johnson.

shrink wrap, ideal for wrapping

He adds, “Spirit advent calendars

presentation of the product is

retail or multi-packs where the

and gift sets make new demands

critical.

within. Yorkshire Packaging

Investing in automation

drinks firms with robust, durable

machines for bottle filling, capping

we start thinking about festive gifts

protect products during transit,

is increased demand for drinks

uncle or hard-to-please mother-

But these new display applications

executive Ciaran Dickson says

always goes down well is a bottle

packaging, requiring high gloss,

lot of investment still happening

of the packaging they are housed Systems has traditionally supplied

Advanced Dynamics, which sells

It’s that time of year again when

and thick polythene films to

and labelling, agrees that there

and what to buy for that difficult

particularly for heavy glass bottles.

miniatures and gift sets, and sales

Packaging Innovations & Luxury Packaging London

in-law. A perennial favourite that

turn the tide on traditional drinks

that because of this “there is a

of booze to suit their tastes, and

pristine presentation films to

within the industry, with companies

this is a sector of the drinks and

improve the attractiveness of

needing to quickly upscale in order

drinks packaging industries that is

packs for point-of-sale purposes.

to fulfil this demand, often going

1 & 2 December 2021 | Olympia, London

developing in interesting ways, with

Drinks needed for retail displays,

from very manual processes to

products such as gift hampers

especially advent calendars, also

automation pretty quickly.”

and advent calendars calling for

need a shrink film layer to act as a

flexibility in manufacturing and

tamper-evident barrier, preventing

Automation is of course the

packaging, quick changeovers,

the perforated cardboard doors

über-trend throughout all areas

and complete commitment

from being opened by any

of packaging and, indeed,

to quality assurance, without

unintended recipients.”

manufacturing. Increasingly, this

Accordingly, YPS is seeing a shift

collaborative robots (or “cobots”),

films, and says the latter offers

packaging lines through the use of

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compromise on productivity.

trend extends to robotics and

“Where once an alcoholic present

from polythene to polyolefin

which are bringing efficiency to

the purchase of one expensive

the “perfect balance between

lightweight, adaptable articulated

could be a risky decision, involving

39.

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the shelf’ labelling systems, there is

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accurate and quality finish on

suitable for

unique bottle shapes and designs.

standard ink

At the same time, it’s ensuring

that the machinery is as versatile as possible, in order to meet

requirements such as being able to fill, cap and label bottles from

5cl miniatures to standard 70cls.

Businesses are wanting to ensure that the machinery can cope

with a wide range of products,

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links into making machines ‘fool-

Drinks tasting pack for T.J. Morris by YPS robotic arms helping with picking

packaging of smaller and varying

offer automation opportunities

he says. “On a flexible, automated

and packing. “These systems can to high-end, low volume drinks

producers, with a relatively small investment outlay,” says Neil

Sandhu, SICK UK product manager.

SICK is noted as a supplier of sensor solutions for factory,

logistics and process automation,

gathering data that drives greater packaging efficiency. It believes

its technology can help producers of high-end drinks products, with Sandhu saying, “Developments in sensor technology open up opportunities for the greater

product variation of high-end

drinks production, while meeting the exploding demands of

production runs, or batch sizes, packaging line armed with

intelligent sensors, supported by

launches in innovative sizes and formats possible, packaged

attractively to fly off the shelves.

secondary packaging facility to

change between batches without having to stop and restart the line at all. Be it bottle fill levels or cap colours, changes are

automatically adapted for, with minimal set up and disruption.

The potential for meeting market

demand for product variation and mix, down to individual store level, is therefore virtually unlimited.”

labelling side of production often,

can be implemented to support

advances making new product

for, say, a bottle labelling or

smaller deliveries to store or

Intelligent sensing applications

drinks sector, with technological

identification, it is perfectly feasible

Bespoke labelling

home.”

It is an exciting time to be in the

fully track-and-trace product

e-commerce and the need for more responsive, frequent and

proof’ for easy changeovers.”

Applying automation into the

though not always, calls for some

bespoke development, according to Advanced Dynamics’ Ciaran

Dickson. He says, “Rather than ‘off

Drinks hamper for T.J. Morris by YPS

41.

SICK Inspector 2D Vision Camera

Processes such as picking, placing, sealing, labelling and code-

reading can be performed at

higher production speeds and to higher performance levels than ever before. With these

19 & 20 January 2022 | Paris Expo Porte de Versailles

developments come the reduced wastage, better quality control

and minimal line downtime due to

The world’s leading event for wine, spirits, beer, cider and premium soft drinks packaging

quick job changeovers that allow

drinks producers to pursue smaller volume and higher-end products, such as gift hampers and

miniatures in advent calendars.

As the nation gathers around

the dinner table for turkey and

Christmas pudd, both they and the producers of their festive tipples might raise a miniature and say “cheers” to that.

Automation hits labelling mark

labelled. We produce about 30

and in its early days, craft beer

on each pallet. Anything other than

Everyone hates product recalls,

brewer Vocation had 26 pallets

returned as a result of incorrect

barcodes – that’s 26 pallets that

had to be re-labelled at great cost in both time and money.

Experiences like this caused the Halifax company to consider

our core brand needs a custom label. Since automating our

labelling process we’ve had zero

defects – the ICE Vulcan print and apply system is 100% fool-proof

and in hindsight we should have automated sooner.”

better and more automated ways

A key feature of the ICE Vulcan is its

produces around 12 to 14 million

blown-on label, and it is also able

of labelling its boxes of beers. It

cans per year, and in 2020 alone, it

released 51 new products. In March 2021, Vocation installed an ICE

Vulcan print and apply labelling

system from Clearmark Solutions, allowing the company to more

quickly and accurately print labels for boxes of beer for shipment to the top five UK multiples.

Head of packaging Dan SutcliffeTasker says, “Everything sent to

the retailer has to be boxed and

42.

pallets a day, with 100 or 200 cases

packagingbirmingham.com | packaging-london.com

direct-apply process rather than a to accommodate changes to box size in just a few seconds. “The

main concern for us was individual placement of the label,” Sutcliffe-

Tasker continues. “There is no way

a human operator can stand there on an eight-hour shift and hit the

same mark every time, especially

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when things are operating so

quickly. We needed the stability

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