Drink in packaging design ideas for beer and spirits

Alcohol beverage marketers have elevated the consumer experience recently through sensory packaging, foaming widgets and interactive packaging technologies. What’s next? An intense one-day conference in February will reveal new ideas and techniques for bold and savvy packaging designs.

On Tues., Feb. 9, Packaging Digest and its parent company UBM present “Packaging Design for Beer & Spirits” at the Anaheim Convention Center in conjunction with WestPack 2016. From 10 a.m. to 4 p.m., eight high-value presentations will tackle hot topics in packaging design, branding and innovations for today’s retail environments.

Among the sessions:

• Beverage packaging design expert Kevin Shaw, founder of Stranger & Stranger, will explain how to integrate new design techniques that creatively engage consumers—without compromising your balance sheet or brand integrity—in the “Trends in Consumer Sense Appeal: Innovative Design Techniques to Send Packaging Dancing Off the Shelves” presentation.

• Matthew Escalante, director of brand marketing at Constellation Brands, will share tips for cross-collaboration between divisions in his speech “Best Practices in Synching Your Packaging Design Strategy with Your Marketing Plan.”

• Beverage marketers are learning to leverage custom and personalized packaging, as shown by recent campaigns from Absolut and Anheuser-Busch. In “Creating a Customized Shopping Experience through Packaging Design,” Matthew Salem, Perception Research Services’ vp, account management, will explore available options and talk about what the in-store shopper is looking for versus an online shopper when it comes to a personalized-product experience.

Additionally, other presenters will talk about seasonal packaging designs, sustainable packaging innovations and up-and-coming "digital" technologies.

“Packaging Design for Beer & Spirits” is one of two packaging-related conference programs at WestPack. “Packaging Design for Health and Beauty” takes a deep dive into personal care product packaging design on Wed., Feb. 10.

Additionally, two other conference programs will focus on Industry 4.0 and Medtech.

View the full agenda and register here.