Captivating an ‘at home’ drinks market

The ‘at home’ drinks market swept the industry back in 2020, but recent months have seen a resurgence in the trend. Consumers embraced mixology, experimenting with cocktail combinations and premium spirits brands to deliver the bar experience at home. Whilst consumers now have the option to sip their favourite tipple on a bar stool, their premium at-home experience has elevated their palette but also made them more conscious of higher prices that come with the bar setting. Consumers are inspired by drink experiences in bars or restaurants and are incorporating this into their at-home drinking experiences, and in doing so, being selective in the brands they support. More than ever, it’s key for brands to have an instant impact of consumers as they search for the next addition to their home drinks collection.

Building a Premium Experience

Consumers’ preferences have been set high, and they are no longer willing to settle for sub-standard spirits. Beyond this, as the economic climate shifts, consumers are reframing their spending to prioritise quality over quantity. As part of this selective choice, consumers are seeking differentiation in the brand story, bottle design, and flavour. Brands must emulate sophistication and premiumisation from the first interaction.

The change in circumstances could lead to a bolster in consumer loyalty, and even in some scenarios create category stalwarts. Consumers want to stay with brands they depend on and will only step outside their comfort zone for something truly remarkable.

Brands must hone in on innovation. Innovation in flavour. Innovation in packaging. Innovation in sustainability.

Flavour Innovation in Spirits

Flavour diversification continues to be a focus in the spirits market, expanding beyond vodka variations and trickling into every segment, with rum and tequila at the forefront. These unique flavour combinations will become key differentiators to address the ‘at home’ drinks market. More complex flavour profiles add a level of premiumisation to any line and can revivify core spirits. In 2023, the trends emerging include playfulness and reinventing nostalgic serves. Drink creators should take advantage of this to subvert category norms and attract those particular consumers that are seeking unique and premium experiences.

Sophisticated Glass Packaging

Alongside elevating their flavour tones and profiles, brands need to consider how they can instantaneously present a premium experience. The key to this is handcrafted glass packaging that has a noticeable presence on any shelf. Brands could consider a bespoke bottle for a sub-brand or particular line, or decoration alterations such as screen printing and spraying to give your product an instant lift.

Verallia UK delivers unrivalled craftmanship when it comes to developing bespoke glass bottle designs that emulate a brand’s story. Our award-winning design team has the artistry and dexterity to create glass designs that will drape your bottle in brilliance. Furthermore, our extensive decoration abilities enable any brand to add that finishing flair to their bottle.

Incorporating a Sustainable Ethos

To adhere to the new age of sustainability, more and more brands are removing secondary packaging. Whilst this is a making considerable impact on a product’s carbon footprint, it places a greater pressure on the bottle to make a statement. Glass packaging design will therefore become a greater priority.

Brands can infuse the premium consumer experience with a reduced environmental impact. Here at Verallia UK, we have been reinventing the way glass packaging is manufactured, to deliver a considerably lower carbon footprint. To enhance the circularity of glass packaging, we maximise the use of recycled glass in production, expand glass reuse, develop eco-designs, and even optimise waste and water use.

Aside from the obvious improved eco-credentials, having eco-conscious bottle packaging could attract consumers who are more frequently looking to spend with greener brands. Bruichladdich are a great example of how a brand can deliver a stunning consumer experience alongside a sustainable ethos.

 

In the resurgence of the ‘at home’ drinks market, brands should seek to introduce innovation in their product lines to give them a sophisticated edge for the more refined, enthusiastic consumers who want to have a superior experience in the comfort of their own home.

 

Verallia specialises in bringing luxury brands to life, through crafting glass packaging to enhance a brand story or incorporating decoration to give it an extra flair. We elevate your brand with prestigious, striking glass.

If you would like to discuss how you can innovate your glass design, speak to our experts.