Big Brands and The Printed Bottle

Posted by Robert Howerth on Feb 19, 2016 in Packaging Design, Silkscreen on Glass, Wine Bottle Printing | 0 comments

One of the biggest keys to success for any food or drink brand is exceptional design and packaging, but today’s crowded culinary arena makes an eye-catching marketing strategy extremely challenging. As an example of just how crowded, did you know that in 2013 alone, over 99,000 new wine labels were approved by the U.S. Alcohol and Tobacco Tax and Trade Bureau? Multiply that by the number of brands selling craft beers, olive oils and other gourmet foods, and it becomes clear you have to get pretty creative if you want your own brand to catch the consumer’s eye.

In the culinary world they say you first eat with your eyes; the same sentiment holds true in the world of packaging, where consumers are known to make purchasing decisions based solely on label design. So how do you make your brand stand out from all the others? The printed bottle.

What Big Brands Know

Specialty food and drink brands have become extremely popular and powerful, with the big players finding new and innovative ways to capitalize on their brand recognition. One of the ways they do it is through familiar logos and labels. Let’s use the Kendall-Jackson wine brand as an example. When consumers scan the wide selection of wines on the shelves, the familiar gold leaf logo gives them an enormous amount of security and confidence in choosing that wine. On a gut level, they understand that the wine will be okay, and that the label will be recognized by those to whom it’s being served. That is what defines a strong brand.

Of course, the product itself has to deliver if people are going to return to it again and again, but it’s the packaging that often attracts them to give it a try. Your company may lack the size, clout or tradition of the bigger brands, but that doesn’t mean you can’t compete, even in the world of printed bottles. The truth is, using a screen printed bottle label is a versatile and competitively priced option for your brand.

The Printed Bottle

Screen printing still accounts for a small portion of all bottle labeling, and has historically been used for higher-end brands. Smaller gourmet brands, however, are beginning to realize that the luxurious-looking printed bottle alternative offers them a unique opportunity to position themselves as a product worth trying.

Consumers experience your product long before they have the opportunity to actually taste it. A printed bottle lets you convey your brand’s message and sing its praises in a very singular way:

• Shelf presence. The more creative your bottle label design, the more your product differentiates itself from all the other brands on the shelf.
• Distinctive design. Negative space and clean lines make a printed bottle an ideal choice for brands with an interesting story to tell.
• Buying behavior. Packaging has a powerful influence on a consumer’s buying choices. If your printed bottle appeals to consumers, they’ll want to try it. When they try it and like it, it reinforces their smart choice. And that positive experience enhances their ability to recall your brand for future repurchase.

If you want to build a world-class brand, you’ll need to develop a strategy and story that’s simple and unexpectedly fresh. The printed bottle is a great way for smaller brands to make a major shelf impact. It’s still a unique and exclusive look, and the perceived value it gives your product is well worth the investment. At Bottleprint, we specialize in collaborating with our customers to help them increase the value of their gourmet brands. Contact us today to learn more.