Innovative drink packaging is usually developed by a combination of beverage companies, packaging manufacturers, and design agencies. For example, major global players such as Coca-Cola and PepsiCo invest hundreds of millions of dollars each year in packaging innovation. In fact, according to a report by the Beverage Marketing Corporation in 2022, PepsiCo alone spent over $120 million on packaging innovation in the year 2021 to reduce environmental impact while improving functionality and aesthetics.
Manufacturers of packaging, like Ball Corporation and Crown Holdings, are very instrumental in the development of innovative drink packaging. For instance, Ball Corporation has been at the edge in the implementation of sustainable packaging solutions, such as lightweight aluminum cans and reduced carbon footprint cans. The efforts by the company led to a 25% reduction in the CO2 emissions per can produced within the period between 2015 and 2020, according to the Aluminum Association. Similarly, Crown Holdings has worked on the recyclability and design of beverage cans, supporting brands in creating packaging that appeals to the eco-conscious consumer.
Other important contributors to innovation are design agencies specializing in packaging design. Agencies like Turner Duckworth have been instrumental in reimagining beverage packaging for brands like Coca-Cola and Budweiser. And this packaging personalization-all courtesy of agencies like JKR-led to an outcome whereby Coca-Cola, for one example, put popular names on its bottles, resulting in the increase of 7% more sales in just 2014, according to a Nielsen study. This further supports design as integral in creating packaging that is functional, yet emotionally alluring, to consumers.
Sustainability remains the top priority when it comes to developing innovative new packaging for drinks. Companies like Nestlé and Anheuser-Busch InBev have been at the forefront of the move toward fully recyclable, plant-based, and biodegradable packaging. In 2021, Anheuser-Busch InBev announced a partnership with packaging startup LanzaTech to produce beer cans using captured carbon technology, which would cut the environmental impact of its packaging by as much as 30%. A core part of this trend is improving the recyclability of materials and reducing the use of plastic, as over 50 percent of consumers today make their purchasing decisions based on sustainability, according to a survey conducted by McKinsey & Company in 2022.
This demand has, in turn, fanned collaboration between beverage companies, manufacturers, and startups for innovation in drink packaging. Companies like Carlsberg have teamed up with designers and engineers to create a paper bottle that is expected to be a breakthrough in reducing plastic waste. “Innovation in packaging is not just about functionality; it’s about creating an experience that resonates with consumers,” says Martin Roper, Carlsberg’s Global Head of Sustainability. This is not only about being eco-friendly but also consumer expectation and the overall brand experience.
To the businesses willing to know the latest trends in the packaging of drinks, innovative drink packaging solutions offer a chance to be abreast of developments in this fast-changing area and appeal to the rising consumer demand for sustainable and creative packaging.