4 Spirits Packaging Trends We’re Seeing Right Now

We talk to a lot of people who make spirits. And lately, we’ve been hearing some of the same things over and over.

Smaller bottles are coming up more often. People want to try new ideas without ordering a mountain of glass. Everyone still wants a package that looks great, but they’re thinking harder about where the money goes. And sustainability? That conversation has gotten a lot more practical.

So, here are four spirits packaging trends we’re seeing right now.

1. Smaller bottles are getting a bigger role

The 750ml isn’t going anywhere. But smaller bottles are showing up in a lot more conversations.

And it makes sense. A 375ml gives someone a chance to try a premium spirit without committing to a full bottle. Miniatures work for gifting, travel and trial. Smaller sizes can also make sense for people who simply drink less.

The numbers back that up. NielsenIQ reports that small formats have brought 2.3 million additional buyers into the category, and more than 30% of small-format buyers use them to try something before buying a full bottle.

But here’s the thing: smaller shouldn’t feel cheaper.

“You still want someone to pick up that 375ml and feel like they’re getting the real brand, not the scaled-down version nobody paid much attention to.” - Amit Chaubal, Chief Operations Officer, ByQuest.

Getting the proportions, decoration and closure right can make a smaller bottle feel every bit as considered as the full-size one.

2. Everyone wants a great-looking bottle. But where you spend matters.

Brands still want premium packaging. They’re just thinking harder about what’s actually worth paying for.

That is the thinking behind The Unstandard® Collection. Starting with a standard bottle doesn’t mean ending with a standard-looking brand. Coatings, decoration, labels, closures and secondary packaging can completely change its identity.

The question becomes less “How much can we add?” and more “What will actually make this bottle stand out?”

Premium isn’t necessarily about spending more. It’s about knowing where those details will make a difference.

3. Got a new idea? You don’t necessarily need a new mold for it.

A new flavor. A limited release. A holiday bottle. A low/no-alcohol extension. Another expression in the portfolio.

That’s pretty normal in spirits right now. What’s harder is knowing how much glass to commit to when you don’t know what demand will be.

More SKUs don’t have to mean more molds. Existing glass can give each expression its own look through decoration, labels, closures and other details, while keeping the same bottle at the heart of the range.

That gives brands more flexibility to add to a portfolio, try something new and see where it goes, without committing to custom glass every time.

Sometimes one good bottle can take a brand a lot further than you think.

4. Sustainability has gotten a lot more practical

A few years ago, sustainability conversations could feel pretty separate from everything else. Not anymore. Now we might be talking about recycled glass and bottle weight in the same conversation as freight, sourcing or how much inventory someone wants sitting in a warehouse. And that’s probably a good thing.

Use less glass and you may have a lighter bottle to ship. Use more recycled material and you reduce the need for virgin raw materials. Decorate closer to where you bottle and your package may have fewer miles to travel.

As Ingrid Cornehl, CEO of ByQuest, puts it:

“The sustainability decisions that work best are often the ones that make operational sense too. If we can use less material, ship more efficiently or source more intelligently, the environmental and business case start working together.”

So, what does all this mean?

People still want beautiful bottles. We don’t see that changing anytime soon. What is changing is how they get there.

Sometimes the answer is custom glass. Sometimes it’s a standard bottle with a great idea behind it. Sometimes it’s going smaller, going lighter or simply trying something before going all in.

And maybe that’s the real shift we’re seeing. Good packaging isn’t about doing more. It’s about knowing what’s worth doing.