Beverage marketers know that packaging plays an important role in sales. Just as important as the bottle or can that a beverage is packaged in, is how that package is labeled. Without it, consumers couldn’t tell which brand is which.
According to experts, labeling materials have been innovating to accommodate new consumer demands. “Consumers have become increasingly savvy, with a growing appreciation of — and demand for — packaging aesthetics,” says Laura Clark, global marketing director of beverages for Avery Dennision Label and Packaging Materials, Gendale, Calif. “Product shelf appeal is a must-have, and [consumer packaged goods] (CPG) companies worldwide are finding shelf power equates to brand power.