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The Power of Packaging in the Beer Industry

So let’s picture this scenario...

You are at the local grocery store and need to purchase a case of domestic [mainstream] beer for your friend’s party.  For two reasons: 1- they will let you stay at the party and 2- because you normally always bring cookies, which is why your nickname is Girl Scout.  You immediately get anxiety because you realize, “Oh my God, I don’t know which beer everyone likes.”

Several questions start popping into your head.  Should I grab this Bud Light case because the NFL logo is on it?  Should I grab this Coors Light case because it tells you when the mountains are blue?  Should I grab this Miller Lite case because the bottles have this cool twister like effect to them?  All of these interpretations have one common dominator; the consumer’s purchase will be influenced by the PACKAGE. 

Product packaging plays a very important role in the marketing mix for beer suppliers.  To be competitive in the domestic beer category, brands need to update their packaging in order to maintain curiosity with consumers.  Since domestic beers cannot alter the taste profile of their product, they need to come up with creative ways to portray points of difference.  Consumers like to be tempted by attractive packaging and innovative design, it adds to the overall experience. 

Put yourself in Girl Scout’s shoes... which brand would you choose based on the appearance of its packaging?

Check out, www.marketingbeer.com, for additional information on news, trends, and ideas related to the marketing of beer.

Cheers!

Melissa Sciortino