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Finding Craft Market Success Through Package Variety

Craft producers can build greater brand awareness by focusing on factors like primary packaging variety, multipacks, and specialty releases.

Various packaging sizes, multipack options, and specialty releases can help craft producers stand out from the crowd and grow brand loyalty.
Various packaging sizes, multipack options, and specialty releases can help craft producers stand out from the crowd and grow brand loyalty.
PMMI Business Intelligence: 2024 Craft Beer and Spirits - Success Through Packaging

Success in craft beer and spirits can come in many shapes and sizes, and as producers are learning in the current craft market, so can their packaging.

That’s according to PMMI Business Intelligence’s “2024 Craft Beer and Spirits: Success Through Packaging” report. To overcome a challenging marketplace, craft producers are turning to a variety of packaging strategies, to help their products stand out and build a loyal customer following.

More than anything else, the maturity and density of the craft market are pushing craft producers to stake out unique and memorable brand identities designed to build a loyal base of repeat customers. Rather than chase consumer-driven style and flavor fads, craft producers are looking inward to capitalize on their own unique identity that best supports their strengths and brand goals.

The most important tool for craft producers in establishing this identity is packaging. Packaging features such as premiumization and sustainability make products stand out on the shelf and speak directly to the concerns of customers, while providing a variety of packaging formats and sizes caters to convenience and consumer lifestyles.

   Tune in to the "Operational Trends: Craft Beer and Spirits" webinar March 12 for more information on today's craft market trends.

A world of variety in the craft market 

With so many brands and products to choose from, craft consumers have more options available to them than ever before.

Because of this, craft consumers have also become accustomed to a huge variety of choices when it comes to format: from single-serve sizes to mixed 12 packs, craft consumers expect to find exactly what they want in precisely the packaging format they want it in.

The inclusion of packaging variety – from size to format – has become a necessity for craft producers looking to build a comprehensive brand identity.

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