What's in a box
Packaging can convey various messages about a whisky, but how we respond to a particular design also says something about us, and the way we see ourselves, write Ian Wisniewski.
Whether a bottle of whisky is perceived as appealing and interesting, or not, reflects our own personal sense of aesthetics. For some of us less can be more. But less can also be less, while more can certainly be more. So, while there arenât any rules or guarantees, packaging plays a strategic role.
âFor most malts and whisky brands packaging is a key, so making sure it communicates the right values and image is essential. Youâve got to attract attention and convey a message,â says Michael Cockram of Beam Global Wines & Spirits.
Highland Parkâs Jason Craig adds, âEvery aspect of your packaging communicates so you should pay attention to all parts of your packaging, if you get any part of it wrong it sticks out and consumers will notice.â The significance of packaging also depends on the scale of marketing support. Less marketing generally means a brand is more reliant on the packaging. Greater marketing support that includes a mix of mediums, such as TV, radio and public relations, means the packaging doesnât have to do all the talking.
The initial appeal that style and design create is essentially emotional, while also giving a sense of a whiskyâs inherent values, which obviously vary from one whisky to another.
âThe âestablished 1798â statement is quite overt on Highland Parkâs packaging, and touches such as this engender a feeling of being hand-crafted.
âWeâre inferring that if we take so much care with the packaging itâll be the same w.....
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By Ian Wisniewski
Section : Whisky issues
Page number : 16
