There’s an old adage that says not to judge a book by its cover. Yet, when it comes to beverage brands looking to stand out on store shelves, beverage-makers want consumers to do just that. Brand owners are using secondary packaging to enhance brand visibility while reducing environmental impact, experts say.
Sean Riley, senior director of media and industry communications at The Association for Packaging and Processing Technologies (PMMI), Reston, Va., notes that the recent burst of innovation in secondary packaging for the beverage industry is driven by a confluence of factors, including sustainability and brand recognition.