On-trade shelves are a survival of the fittest - does your drinks brand have what it takes?

In today’s market, brands must be equipped to maintain momentum in the toughest of climates. Shaping a brand on equity and value, not just availability, strengthens awareness and desirability. Maintain resilience and give both drinkers and distributors a reason to pick your brand time and time again.

In the UK, price increases and hikes in duty taxes have discouraged consumers from purchasing. Recent category reviews in Waitrose showed significant reductions and shifts in the spirit brands being promoted on the physical shelves.

As a brand owner, it’s your responsibility to get bottles into drinkers’ hands. Empowering consumers to feel justified in their decision.

Here are just a few ideas on how you can use design to help your brand resonate with customers.

Create shareable, interactive experiences - Ageless Play and Elevated Expressionism are two trends that offer a way for consumers to escape from the stresses of everyday life. Brands can tap into this desire by offering immersive experiences through bottle design

Limited releases capitalise on scarcity - Owning something scarce feels like you’re part of the club. What if you could still create that feeling no matter what volumes you work with?

Bridge digital and physical worlds - For brands seeking to explore digital-first solutions, smart technology like augmented reality, QR codes and NFC technology embedded in pack design can amplify customer experience, education, and traceability.

Be at the heart of celebration - Cultivate authentic connections, resonate with different audiences, and celebrate your audience by adopting cultural fluidity within your bottle design. Globally celebrated events such as the Chinese New Year, Cinco de Mayo, and other holidays create opportunities for brands to push their creativity and make an impression on customers.

Find a niche - Gauge, engage, and enthral consumers by building added value into your product through niche interests such as popular board games, artists, and internet communities.

For more inspiration, examples and ideas, read the full article: https://signetbranding.com/news/on-trade-shelves-are-a-survival-of-the-fittest-uk-spirit-wine-industry

Surviving on the shelf in today’s climate is no easy feat, however, as challenger brands such as Isle of Barra and Ramsbury have demonstrated it is still more than possible to continue growth within such a competitive, volatile landscape.

If something in this article has sparked your interest, give us a call on +44 (0)1733 396080 or request a sample pack to start your journey on finding your brand’s Perfect Fit.

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