Why Brand Refreshes are Key in the Drinks Market 

Brand refreshes aren’t just for emerging brands looking to level up their branding, in fact, brand refreshes are arguably more important for those big-name, fan-favourite brands. You may feel as though being a household name would leave brands exempt from needing to conduct a brand refresh, but refreshing brand elements such as packaging can keep you relevant in a competitive market space and even help you appeal to new consumers.  

If you’re finding that your marketing is no longer bringing in the engagement or revenue it used to, your business is looking a little outdated next to competitors, or customers are looking beyond your brand for similar products, it may be time to consider refreshing your brand. 

How Spirits Brands Foster Growth

Some of the world’s most successful bands are consistently working in evaluation and optimisation mode, and that is no different in the spirits industry. They will be continually keeping their ear to the ground when it comes to customer feedback, paying close attention to the rise and falls of sales across different seasons, alongside keeping an eye on market trends. Acting on this customer feedback and sales data is what will keep consumers invested, and sometimes, acting on this data can call for major, or minor, brand refresh.  

It’s all in The Packaging

Packaging is the single strongest piece of brand marketing for any business. It’s often the first impression consumers receive of your brand in-store, and even occasionally online. On-shelf packaging gives you the opportunity to grab attention, educate and spur those all-important first-time purchases. The correct logo, bottle shape, and decoration can be the difference between the product being picked up by broad-minded millennials or traditional spirit lovers.  

Rebranding vs Brand Refresh  

Looking to give your brand a facelift doesn’t always require an entire rebrand. In fact, our team wouldn’t typically recommend a full rebrand for those well-known brands within the spirits industry to avoid stripping them of their market presence. A rebrand and a brand refresh may sound similar, but the activities and outcomes differ greatly. 

A brand refresh will involve small changes to physical branding such as packaging to bring outdated brands up to modern standards or give brands a boost when they have lost pace with market trends. 

A rebrand is an altogether more deep-seated set of changes within the business that tackles issues deep within the brand. A rebrand will see a brand go right back to basics in order to build it back up and completely reposition it within the market space. The main aim of a rebranding project is to create a new brand identity that will change how customers, investors, competitors, and employees perceive a company. 

Glass Bottle Design

A brand refresh in your bottle design could be anything from a full shape redesign or changing elements as simple as adding some embossing to the glass. 

If you’re looking for an easy way to refresh your glass packaging without having to redesign the bottle and create new moulds, decoration is a great option. Our extensive decoration facility means we can add spray colours to your bottle which will completely change its appearance and add a great pop to your branding on the shelf. 

Another great option to change your bottle’s appearance would be embossing or printing designs. 

A Sustainable Glass Ethos

Giving your brand an uplift to keep in line with current trends and consumer demands could also see you looking to make your glass a little greener. Sustainability is becoming more of a need than a nice to have in the spirit’s market. As consumers become increasingly aware of how their purchases impact the world around them, not looking to create a greener ethos could lead to a loss of opportunity to gain market share for even the most popular of products.  

Clever designs and shapes can be developed to lighten the bottle, while maintaining a strong visual brand impact, resulting in reduced material use as well as reducing the overall environmental impact caused along the supply chain. On top of this, you can look to increase the levels of recycled glass content used in a bottle, promoting a circular economy and reducing raw material use.  

A Personal Touch with Verallia

At Verallia, we specialise in bringing brands to life. Whether you’re looking for your first run of bespoke glass bottles, or a complete brand overhaul, our award-winning design team thinks outside of the box to garner the attention of your key audience, paying close attention to your brand goals. Our abilities in design, decoration, and our expertise in developing bottles make us the ideal partner for your next rebrand. 

If you’re looking to reshape your brand through the use of iconic glass packaging, get in touch with our team.