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The Newport Bottling & Canning Workshop / Drink Business  / 5 Ways To Embellish Your Beverage Packaging When Marketing Your Functional Drinks
Bright and colorful beverage packaging surrounding a tall aluminum can containing organic matcha tea.
23 Jun

5 Ways To Embellish Your Beverage Packaging When Marketing Your Functional Drinks

Drink packaging and labels serve as powerful marketing tools that impact a beverage brand’s success in retail and online. These beverage marketing tools communicate the brand’s message, enhance consumer perception, differentiate the product, and ultimately contribute to sales and brand loyalty.

As consumers scan the beverage aisle, they’ll be drawn to their favorite beverages or something alluring and new. Their decision to choose your drink over others depends on the choices beverage developers make when it comes to the drink packaging design and material.

Beverage Packaging Material

There are a variety of drink vessels to choose from, but there are certain elements that make one drink container better than another for your beverage packaging.

PET Plastic

Polyethylene Terephthalate (PET) plastic is the most commonly used material in the beverage industry. Beverage companies choose this material for its durability and cost-effectiveness. However, there are some factors that can be a potential downside depending on your drink packaging and formula.

PET plastic is susceptible to light exposure. Over time, light can negatively impact the quality and taste of certain beverages. This is especially important if your drink formula contains natural ingredients that are prone to oxidative damage.

Aluminum Cans

Just like PET plastic, aluminum cans offer many benefits such as being cost-efficient, recyclable, and lightweight. Unlike plastic, aluminum cans effectively block out light, thereby protecting your beverages from oxidative damage. The process of canning drinks helps to preserve the taste, freshness, and quality of light-sensitive drinks, such as kombucha, juices, and flavored teas.

Glass Bottles

Glass bottles provide a range of features, such as eco-friendliness, non-leaching properties, and exceptional carbonation capabilities as a beverage packaging choice. 

However, when bottling beverages in glass, it’s essential to consider factors, such as weight, cost, and susceptibility to breakage. By carefully evaluating these aspects, companies can make an informed decision regarding the suitability of glass bottles for their drink packaging needs. 

At Newport Bottling & Canning, we offer plastic bottle packaging, canned packaging, and glass bottle packaging capabilities under one roof.

5 Ways to Embellish Your Drink Packaging

A single PET plastic bottle filled with a clear fruit flavored water. This beverage packaging uses shrink-sleeve labels.

1. Explore Label Options

The label that surrounds your drink is a customer’s initial introduction to your product and brand. So, the material choice can be the deciding factor for that potential transaction.

There are a few options to choose like shrink-sleeve packaging, pressure-sensitive labels, and digitally printed cans. Check with your beverage co-packer to ensure their production lines are compatible with your chosen drink labels.

At Newport Bottling & Canning, our beverage production lines are able to work with shrink-sleeve packaging, pressure-sensitive labels, and digitally printed aluminum cans.

Shrink-sleeve packaging surrounds the 360-degree surface of a bottle, can, or glass with your drink label. It’s great for drinks that require refrigeration, as the labels won’t be affected by changing temperatures.

With digitally printed cans, your beverage label is directly printed on aluminum cans. This new and innovative feature provides the most efficiency for company owners and beverage production lines.

2. Include Brand Values

Consistent and well-designed beverage packaging can make your drink stand out on store shelves amongst the other beverages available to consumers. They serve as a visual representation of your brand, conveying its values, personality, and unique selling proposition.

Your drink labels serve as the initial chance to demonstrate to your target audience that your brand’s values are perfectly aligned with theirs. So, if your beverage brand practices sustainability, make sure your audience knows.

3. Include the Amount of Important Ingredients

Functional beverages initially allure customers with the health power claims on their labels. So, beverage companies will emphasize the exact quantities of key ingredients like protein or fiber to quickly communicate their drink’s health benefits.

4. Don’t Overcrowd the Drink Label

Although you want to include as many benefits and share your brand, it’s important to remember simplicity. By avoiding overcrowding, the beverage label can maintain clarity, visual appeal, readability, and accessibility.

Simplicity allows the key beverage marketing messaging to shine and eliminates the chances of customer confusion from your drink packaging.

5. Setting Clear Expectations Through Drink Packaging

Clear and comprehensive labeling ensures that consumers have access to accurate information about the beverage. By establishing clear and consistent expectations on the drink packaging, beverage companies can create a positive experience and long-term customer loyalty.

To set clear expectations, drink labels should provide serving suggestions and usage instructions. These recommendations guide consumers on how to best enjoy the beverage, including optimal serving size, temperature, or mixing instructions.

Beverage Packaging, Wrap it Up

Innovative drink packaging and labels play a pivotal role in marketing beverages. Before consumers have the opportunity to taste your product, they see the label and drink packaging material. Therefore, investing in an eye-catching beverage packaging design is essential for making a memorable and positive first impression.

At Newport Bottling & Canning, our team of beverage consultants can ensure your drink captivates customers for its custom beverage packaging, functional ingredients, and mouth-watering taste.

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