Whisky packaging offers advantages

Edrington's The Black Grouse Scotch Whisky will be available in the UK exclusively from Sainsbury's from 8 June - getting the packaging right for this important launch was paramount.

Environmentally friendly packaging that had a premium look was essential; and Chesapeake Packaging met the brief with an innovative carton design to ensure brand values were reflected and that the product had great standout on shelf.

Recent research shows that the cartons are perceived as being premium and high quality in addition to being environmentally friendly.

In addition, the latest European report 'The effect of packaging on brand recognition', commissioned by Pro Carton (Association of European cartonboard and carton manufacturers) has found that cartons offer a distinct advantage in getting products recognised on the supermarket shelf and increase the likelihood of being purchased.

A further study shows there is evidence that packaging attractiveness has a significant impact on human brain activity and that it has a major impact on purchasing decisions.

The study found that attractive packaging stimulates specific brain areas often associated with processing positive emotions such as happiness and motivation.

Stimulating packaging design not only plays a decisive role at the point of purchase but could also be crucial to customer loyalty and future market success.

Environmental considerations are also important to consumers.

Edrington specified in their packaging brief that the carton must be made from FSC-accredited board, meaning that it was derived from sustainable woodland.

Edrington wanted to ensure that the whole product, including its packaging, took environmental issues into account.

They are supporting the RSPB by donating 50p per bottle sold to conservation work in the UK - supporting conservation of the black grouse.

The carton design was achieved by printing five colours, plus an all-over satin varnish while highlighting The Black Grouse illustration and brand text with a spot gloss varnish.

The application of gold foil blocking and a detailed emboss achieved even further definition.

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