The packs have been successful in the confectionery, cosmetics and food sectors. Now, some prestige drinks brands, such as Grey Goose and Caorunn gin, are incorporating the look for their products.
Staeger Clear Packaging managing director Ian Jamie said: “Our plastic is totally recyclable and is made from recyclate – ground down water bottle flake.
“Clear packaging is not without merit and people like the attributes of plastic. This has led us to combine our plastic with both cardboard and rigid box board. I think, in a pleasing way combining the attributes of transparency with that of heritage/quality appearance.
“The whisky market has tended to use heavily decorated cardboard or rigid boxboard for its packaging to great effect over the years. This is understandable for heritage reasons and for giving the impression of quality. Plastic alone would not tick many boxes in this market. Is it too new, not premium enough?
“But who is going to be buying blended whisky in 30 years’ time? I wonder whether the next generation of drinkers will be more attracted to blends if they have more modern, glitzy packaging. Would this introduce new drinkers? Is the current packaging a bit staid?
“Other spirits such as vodka and gin, seem a better bet for us, it appeals to a younger market that likes glitz and Glamour. These producers spend a lot of money decorating their bottles and it would be a shame to hide these exciting looking bottles inside a cardboard gift box. The transparency of plastic, even if it is only an element of the total box, would grandstand this decoration. Abstract effects that only plastic can bring, mirror finishes and ‘inside out’ printing can only add to the effect of modernity.”
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