Posted on | October 27, 2014
Written by | Cara McIlwaine
Text by Cara McIlwaine | photography by Samuel Bristow
‘Tis the season to give and receive good things, and when it comes to value-added packs, these good things come in all sorts of packages, shapes, colors and flavors. There are velvet bags tied with ribbons, decorative canisters and window boxes showcasing products paired with accompaniments like glassware, bar tools and samples.
Suppliers, distributors and retailers are geared up to catch consumers’ discerning eyes with an array of bottles and packs in every conceivable shape, color, flavor and size.* Many boxes offer entertaining and recipe suggestions or can be keepsakes themselves.
For retailers, the most important decision this season is how to select the right mix of items to carry and how to showcase them. It’s important to keep variety—consider a wide range of wines and spirits and price points, with both functional and fun add-ons. Gift packages appeal to shoppers in a hurry and those who want unique items.
There are several ways to ensure that gift packages move before the New Year. Keep small or less expensive items near the cash register as impulse buys. Educate sales staff to speak knowledgeably about all the gift packages on the sales floor and to ask questions to help match the right added-value pack to the customer.
Holiday gift packaging tends to focus on popular brands. The familiar often works better during the season, with proven products dressed up for the holiday which increase sales and customer satisfaction—and that’s what makes the holiday season worthwhile.
*Note: Availability and pricing for gift packs will vary; check with local sales reps to gauge what is available in your market. Bottles are 750ml unless otherwise noted.