Trends in Packaging for Craft Beverages
The craft beverage industry has become synonymous with innovation, creativity, and personalization. From small-batch breweries to artisanal distilleries, producers in this space thrive on delivering unique products to increasingly discerning consumers. While the spotlight often falls on the beverages themselves, the importance of packaging in this industry cannot be overstated. Packaging serves as a functional necessity, a marketing tool, and a key to sustainability — and today, it’s evolving faster than ever.
The Craft Beer and Spirits: Success Through Packaging white paper produced by PMMI, The Association for Packaging and Processing Technologies, reveals how the craft beverage industry responds to consumer demands, environmental pressures, and technological advancements. These trends are shaping the future of packaging and creating opportunities for craft producers to stand out in a competitive market.
Sustainability Takes Center Stage
Sustainability has moved from being a niche concern to a defining characteristic of successful packaging. Craft beverage producers are adopting eco-friendly practices to meet consumer expectations and comply with regulatory pressures. According to PMMI’s research, the push for sustainable packaging is driven by environmental awareness and cost efficiency.
Recyclable Materials: Aluminum cans are a staple in the craft beer industry due to their high recyclability and lightweight nature. Many producers are also exploring paperboard carriers and compostable packaging for six-packs, further reducing their environmental footprint.
Lightweight Glass: For premium beverages like craft spirits and kombucha, lightweight glass bottles offer a more sustainable alternative to traditional glass while maintaining a high-end aesthetic.
Biodegradable Alternatives: Some brands are experimenting with plant-based or compostable materials for labels, rings, and bottle closures. These innovations help address growing concerns about plastic pollution.
Sustainability isn’t just about materials; it’s also about storytelling. Many craft beverage companies use their packaging to communicate their commitment to the environment, featuring details about carbon-neutral production, local sourcing, and energy-efficient processes. For today’s eco-conscious consumers, this transparency builds trust and loyalty.
Customization & Personalization
Personalization has emerged as a key differentiator in the crowded craft beverage market. Packaging is no longer just a container for the product; it’s a canvas for storytelling and brand identity. Digital printing technology has been a game-changer, allowing producers to create highly customized packaging with shorter lead times and lower costs.
Limited-Edition Designs: Seasonal releases and collaborations are increasingly paired with exclusive, eye-catching packaging that creates urgency and appeals to collectors.
Localized Branding: Many craft producers are using packaging to reflect regional pride. From imagery of local landmarks to nods to regional flavors, these designs create a sense of connection with local consumers.
Interactive Features: Augmented reality (AR) and QR codes are becoming popular consumer engagement tools. By scanning a label, customers can access virtual brewery tours, cocktail recipes, or video content that deepens their connection with the brand.
This emphasis on customization is especially valuable for smaller producers, who can use their packaging to convey authenticity and stand out against mass-produced competitors.
Single-Serve and Ready-to-Drink Formats
Convenience continues to shape consumer behavior, and the craft beverage industry is responding with innovative packaging formats. Single-serve and ready-to-drink (RTD) options are on the rise, catering to consumers seeking portability and ease of use.
Slim Cans: First popularized by hard seltzers, slim cans are now a favorite across craft beverages, from canned cocktails to craft sodas. Their sleek design is visually appealing, easy to handle, and fits conveniently into coolers and cupholders.
Pouches and Cartons: While unconventional, flexible pouches and paperboard cartons are making inroads in categories like wine and RTD cocktails. These lightweight options are both eco-friendly and portable, appealing to outdoor enthusiasts and on-the-go consumers.
Variety Packs: Mixed-flavor packs, especially for craft beer and hard seltzers, are gaining popularity as they allow consumers to sample multiple products without committing to a single flavor.
PMMI’s data shows that the RTD segment is among the fastest growing in the beverage market, with packaging innovations playing a crucial role in its expansion. Craft producers who prioritize convenience in their packaging design can capture a significant share of this growing market.
Enhancing Shelf Appeal
Packaging is often the first consumer interaction with a product on a crowded retail shelf. Craft beverage producers are investing in bold, innovative designs that capture attention and reflect their brand identity.
Vivid Colors and Artistic Labels: Many craft breweries and distilleries collaborate with local artists to create visually stunning labels that double as works of art.
Textured Packaging: Techniques like embossing, metallic finishes, and raised lettering add a tactile element to packaging, enhancing its premium feel.
Transparency: Clear bottles or windows on cartons are increasingly popular, particularly for beverages like kombucha and craft sodas. Showing the product itself conveys freshness and quality, appealing to health-conscious consumers.
These design elements do more than attract attention; they communicate the brand’s values and personality. For craft producers, packaging is a powerful tool for conveying authenticity, creativity, and quality.
Smart Packaging and Technology Integration
Integrating smart packaging technologies opens new possibilities for consumer engagement and product transparency. From interactive features to enhanced traceability, these innovations are helping craft producers connect with their audience and improve operational efficiency.
Traceability: QR codes and NFC (near-field communication) tags allow consumers to trace the origins of ingredients, learn about production methods, and verify the authenticity of premium products.
Freshness Indicators: Smart labels that indicate freshness or optimal serving temperature are gaining traction, particularly for craft beer and kombucha, where storage conditions can affect quality.
Consumer Interaction: AR experiences, such as virtual brewery tours or gamified promotions, provide an engaging way for consumers to interact with the brand beyond the product itself.
While still in its early stages, smart packaging represents a significant opportunity for craft beverage producers to differentiate themselves and build stronger connections with tech-savvy consumers.
Automation and Scalability
As the craft beverage industry grows, so does the need for efficient packaging solutions. Automation is playing an increasingly important role, enabling producers to scale their operations while maintaining quality and consistency.
PMMI’s research highlights several key areas where automation is making an impact:
Filling and Sealing: Automated systems ensure precise filling and secure sealing, reducing waste and improving productivity.
Labeling and Coding: Advanced labeling machines can handle intricate designs and variable data, such as batch numbers and expiration dates, with speed and accuracy.
End-of-Line Solutions: Robotic systems for case packing, palletizing, and shrink wrapping streamline the packaging process and reduce labor costs.
For small and mid-sized craft producers, modular automation solutions are particularly appealing. These systems can grow alongside the business, providing a cost-effective way to increase production capacity without a significant upfront investment.
Balancing Tradition with Innovation
While technology and sustainability are driving significant changes, many craft beverage producers are also staying true to their roots. Packaging that reflects traditional craftsmanship and authenticity remains a strong selling point, particularly for consumers seeking artisanal products.
Hand-Finished Details: Wax seals, hand-applied labels, and other artisanal touches create a sense of uniqueness and premium quality.
Minimalist Design: For some brands, simplicity is key. Clean, understated packaging can convey sophistication and allow the product itself to take center stage.
Balancing tradition with modern innovation allows craft producers to appeal to a broad audience while staying true to their brand identity.
Looking Ahead
The future of craft beverage packaging lies at the intersection of creativity, sustainability, and technology. As PMMI’s insights reveal, the industry is poised for continued evolution, driven by consumer preferences and the need for operational efficiency. Key priorities for craft producers include:
• Investing in sustainable materials and processes to meet environmental expectations.
• Leveraging digital printing and smart technologies to create engaging, personalized packaging.
• Adopting automation to scale production without sacrificing quality.
For craft beverage producers, packaging is more than a container — it’s a reflection of their values, a platform for storytelling, and a critical driver of consumer engagement. By staying ahead of these trends, craft producers can continue to delight consumers and thrive in an increasingly competitive market.
Craft beverage producers can learn more about ways to take advantage of these trends while discovering the future of packaging and processing at the new PACK EXPO Southeast 2025 (March 10–12, Georgia World Congress Center, Atlanta). As the most comprehensive show in the region, PACK EXPO Southeast offers crossover solutions for any of today’s biggest manufacturing needs for 40+ vertical markets. Brands will find the Atlanta location, a manufacturing hub of the region, convenient and easy to access for teams to attend, assess the latest technologies, learn from leading industry experts, and make valuable connections to meet current or upcoming projects.
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