Whisky and Other Spirits: Technology, Production and Marketing Paperback (external link)
Edited By: Graham Stewart, Julie Kellershohn, and Inge Russell
Published: August 2021
Featuring a Chapter By: Donna Abdel Raszik (Contract Lecturer, School of Graphic Communication Management)
As the Spirits industry is broadening its offering to meet the evolving consumer palate, the packaging lines require agility and versatility to support greater changeovers across its growing product portfolio. The aim of this chapter is to explore the process whereby matured spirit and innovative blends are packaged for the consumer. From preparation for packaging (dilution, filtration, carbonation) to bottle and can filling is discussed. Packaging materials and the packaging system are explored across the spirit packaging value chain; primary (bottles, cans, closures, labels), secondary (cartons, mixer packs), and tertiary (shipping containers and pallets) that make up the packaging unit load. It is also critical to the business carrying it out, given considerations on employee safety, government regulations, product quality, innovative growth, environment, and cost.
Featuring a Chapter By: Donna Abdel Raszik (Contract Lecturer, School of Graphic Communication Management), Jonghun (Jay) Park and Natalia Lumby.
Packaging for distilled spirits is commonly quite traditional in its format, processes, and materials used. Glass bottles with resealable closures are the most recognized vessels for Whisky as it best meet the purpose of packaging; to contain, preserve, and protect the product. The distilled spirits global industry is at 190$ billion in economic activity with revenue growth up 5.3% in 2019 (distilledspirits.org (external link) ). As brands continue to want to differentiate, they explore design enhancements, innovative technologies and sustainable initiatives that help convert a consumer purchase decision. This chapter will begin with an exploration of the current and new emerging packaging formats for distilled spirits. Visual innovations that are aiding in competitive advantages such as shape, embossing or etching, labelling, customization, and printing innovations will follow. Intelligent packaging considerations such as anti-counterfeiting technologies, interactive user-experience promotions, and accessibility considerations specific to the category will also be discussed. Lastly, the chapter will conclude with a section on packaging sustainability, corporate social responsibility and the efforts in the industry to support an overall circular economy.