Seasonal package design offers a great brewery marketing opportunity that can connect the brand with their consumers in a highly engaging and relevant way. It’s also an opportunity to drive incredible sales performance and build brand equity.
This time of year in Vancouver we see the release of many seasonal craft beers. Holidays and seasons provide brands with a license to put aside their typical constraints and innovate. It’s also an opportunity to drive incredible beer sales performance.
Seasonal packaging no longer represents a novel promotional tool but rather a necessary strategy used by the majority of brands. Manufacturers are under pressure to deliver new and innovative consumer products frequently. This is also relevant for breweries, as beer enthusiasts are looking for a high level of design in beer labels and packaging.
Products are portals to experiences that matter to customers. By designing a great experience with a consistent brand promise, you use design for customer experience and supply chain management. It’s about crafting a story—you see, the thing that is hard for most people to grasp, is that the design language is there to tell a story. It takes a customer’s need or desire and spins its story to an unexpected fulfillment. A great writer knows that it’s always better to show instead of tell, and that’s the exact function of design. It shows.
There is a rhythm to the seasons and there should be a rhythm to the beers. Many types of brands are using the seasonal opportunity not only to increase sales but also to build brand equity. For breweries, seasonal beer is a great opportunity to create new flavours and tastes that appeal to the core craft beer aficionado. It’s also a great opportunity to create brand advocates—by creating a successful limited edition brew, when it goes away you’ll have people keep asking for it and creating a buzz of anticipation around its next release.
It’s a great opportunity to create brand advocates
Craft-beer drinkers are buying into something much bigger than taste. They also care deeply about the story behind the suds: the location, the philosophy, the ingredients used and the methods involved in concocting each product. This consumer behaviour is far different than that of the typical Budweiser or Coors. Craft breweries should aim to be perceived not only as unique, but also as having an element of trend-setter.
No one wants to think about the Christmas in June, but in order to have your ducks in a row for a stand-out product or package design roll out, you need to start thinking pumpkin pie even while you’re still soaking up the summer sun!