Identifying the characteristics of premium ready-to-drink packaging

 

Premium isn’t for every business, or even drink in this case, but in an ever-evolving consumer landscape where quality, eco-friendliness and visual appeal reign supreme, the importance of resilient and eye-catching ready-to-drink (RTD) packaging cannot be overstated.

In this blog post, we explore the pivotal characteristics that define top-tier premium RTD packaging, poised to captivate consumers, ultimately driving their engagement and loyalty to brands.

Decidedly durable to protect and preserve

Premium means durable. Durable RTD packaging ensures that products remain intact during transportation and storage. Strong, sturdy, fit-for-purpose packaging provides a protective barrier, keeping RTD products safe from impact, moisture and temperature changes. This level of protection is something 40% of people deem crucial (Internet Retailing), as it ensures that products are not at risk of arriving damaged and needing replacement.

 

By protecting a product throughout its journey, durable packaging preserves quality and aesthetics while boosting customer satisfaction and brand reputation. Plus, it minimises the risk of returns, replacements and the costs associated with damaged goods.

A staggering 73% of consumers would be unlikely to purchase from a company again after receiving a damaged item (Packaging News) and 1 in 3 consumers would leave a brand they love after one bad experience (PWC). Therefore, ensuring protection and upholding product quality is crucial for safeguarding brand reputation and retaining precious customers.

 

Of course, durable protection doesn’t mean using harmful packaging materials. Instead, the key is to find a balance between packaging that’s strong and planet-friendly. Durable packaging can be achieved using eco-friendly materials, prioritising product safety and the environment in equal measure.

Stroll-stopping designs for social impact

Eye-catching designs, bold colours and impressive graphics are key elements in packaging, helping to capture consumer attention on crowded shelves and screens.

 

With dozens of products competing for consumer attention, visually appealing drinks packaging stands out for all the right reasons. Using these elements, it’s possible to create a noticeable brand presence and use beverage packaging as a marketing tool to differentiate and boost brand awareness.

See how, with a packaging revamp, Dalston’s Soda captures consumer attention with premium retail packaging here.

Sustainable tastebud tickling

Consumers expect eco-friendly product packaging from brands, with 94% saying it’s a brand’s responsibility to create products that are not harmful to the earth and 61% believing they shouldn’t have to think about sustainability while shopping (Deloitte).

 

Many shoppers are now purposely seeking products packaged using renewable, biodegradable, and recyclable materials. In fact, 49% of consumers said they would pay more for sustainable packaging and delivery (Deloitte). Brands prioritising planet-friendly packaging demonstrate their commitment to the environment, enabling them to resonate with eco-conscious consumers.

How to take your RTD packaging up a level to ‘premium’ and reap the rewards

Knowledge is power

Market research and consumer insights help to inform packaging for a specific target audience, and using this precious intel helps to understand consumer preferences better and what will appeal to them in the marketplace. By conducting market research, you can gain insight into the purchasing habits of your target audience and tailor RTD packaging with this in mind.

 

By using knowledge and insights, it’s possible to design packaging that grabs consumers’ attention while driving brand awareness, loyalty and sales. This can be taken further by maintaining consistency in packaging design across product lines to reinforce brand identity and recognition.

 

You may find our recent set of street interviews help you with this.

Partner with packaging experts

Partnering with experienced packaging designers and manufacturers allows you to tap into their skills, expertise and resources. Their understanding of packaging design, materials and manufacturing processes helps them develop visually appealing packaging solutions while being functional, durable, and cost-effective. Using the expertise of a good packaging partner, you can create RTD packaging solutions that not only enhance your product's shelf appeal but also drive consumer engagement, loyalty and sales, which ultimately helps boost your business success.

Packaging manufacturers are knowledgeable, not only about designing visually pleasing packaging but also in choosing the best quality materials for sustainability. They know what materials significantly reduce CO2 whilst protecting goods during transit, minimising the risk of damage and reducing the need for replacement products.

 

With their expertise, they can streamline factory filling processes, resulting in quick and easy packaging assembly, and ensure waste is minimal. You will also benefit from high-quality packaging which is manufactured to suit your individual fulfilment and manufacturing processes.

This promise of quality packaging products minimises the risk of downtime delays in factory settings which can have massive cost implications for your business.

Embrace the future

QR codes, augmented reality and other interactive features take packaging design to the next level by offering a creative way for consumers to engage with RTD products. With 86% of consumers approving of brands using artificial intelligence in 2023 (Forbes), it’s a surefire way to provide consumers instant access to a wealth of information, such as product details, instructions and special offers.

 

Interactive packaging is an area that many brands are exploring to future-proof their business, with almost half considering smart connected packaging important for educating customers (Packaging Europe). These interactive features provide consumers with valuable information and entertainment and create a deeper emotional connection with the brand, driving loyalty and future purchase decisions.

Be open and honest

By sharing the lifecycle of your packaging with customers - such as the materials used, where you source materials from, your production processes and disposal options - you demonstrate a commitment to environmental responsibility and sustainability.

Sharing information about the recyclability or biodegradability of your packaging highlights your commitment to reducing waste and minimising the environmental impact of what you do. By doing so, you encourage them to make purchasing decisions that align with their own values and beliefs, turning them into loyal customers.

Ready to take the step to premium?

Whether you’re seeking to enhance your current packaging or looking to embark on your first premium packaging journey, we’re dedicated to assisting you every step of the way. You can read our range of success stories where we have helped numerous beverage manufacturers from budding small business to renowned brands take their packaging to new heights.

If you’re looking for premium RTD packaging, but don’t know where to start, get in touch today to see how we can help!