Wine trends for 2021

tapigroup 14 January 2021 0

Wine market trends to watch for the coming year

Consumption in the wine market, just as for other alcoholic beverages, continues to focus on premium and high-quality products, due mainly to consumers’ greater awareness about the products they purchase.

Until recently these demands were more specific to millennials, a generation highly focussed on well-being and sustainability. But we can say with confidence that after the Covid-19 pandemic, there will be a greater awareness in other age groups as well. The current context has brought about a much clearer definition of the wine trends for 2021.

Greater focus on comparison between producers and related brands 

Wine lovers and consumers are very conscious of a wine’s characteristics. And from this, they are keen to distinguish between wine regions, learn about a wine producer’s individuality as well as tasting the narrative held within each glass of wine.

Experiential consumption is now reaching a much broader audience.

And producers feel the need to tell their story and describe their product’s background, beginning with its packaging. This makes packaging the initial marketing tool used to set a product apart on a specialist seller’s shelves.

With this in mind, Tapì has launched Devin, a closure designed for the wine market that’s made from grape pomace residue – otherwise destined for landfill. Choosing a closure like this one enables a product to communicate its company’s sustainability values.

Experiential research and discovery of new markets Uncovering new wine locations

This year, 2021, is when consumers will be looking for distinctive, sophisticated flavours from smaller wine producers from lesser-known wine regions.

If we consider wines from the Piedmont region in Italy, for example, we automatically think of Barolo and Barbaresco. But who knows about the exquisite and characteristic wines like Cortese, Timorasso and Arneis?

Similarly, red wines from the Douro Valley are stunning and Portugal will remain one of the most explored regions in the coming year. Little-known wines from Georgia, Moldova, Croatia and Hungary will also see strong growth. Wines from eastern Europe, including Greece, will take a good share of the market, also as a result of a greater desire to experiment and discover new wines.

Natural wine growth

Natural wine – defined as such due to the very few additional measures used during development and fermentation – is rapidly expanding.

According to research carried out by the IWSR, International Wine & Spirits Research, Italy, Spain and France will produce more than 2 billion bottles of natural wine by 2023. It’s estimated that they will continue the growth recorded since 2018 to now.

And it’s clear that packaging for organic wine must reflect the product’s sustainable values – echoed by the recycled paper label, and most importantly, an eco-friendly closure.

Sustainable developments in packaging

Last, but certainly not least, we will see changes in the packaging design world linked to the wine market.

Sustainable alternatives will continue to be in higher demand in comparison to standard types. For this reason, some companies are experimenting with sales of wine in cans, cartons or other specialist containers, even if these solutions are currently difficult to offer to the premium market. This is why Tapì is investigating new approaches for closures that can combine functionality, appeal and, of course, environmental sustainability.

To sum up

We have a lot to look forward to with these wine trends for 2021. Whether it’s conveying a product’s narrative, seeking out new wine areas, exploring the sustainability of natural wine or new packaging solutions, we’ll certainly have more choice than ever this year.

Interested in finding out more about our closures designed for the wine market?

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The perfect closure for every condiment – find out which is best for your product

tapigroup 28 December 2020 0

Finding the correct closure is critical to keeping your olive oil, balsamic vinegar or other condiment at its best 

Even in the world of condiments, it’s essential to pay attention to the type of closure used to seal a product.

There are a variety of product types in the condiments sector, which is divided into segments based on quality and price. Some examples of products in the higher-level segment include balsamic vinegar, extra virgin olive oil – the newest ‘ultra-premium’ oil category – and PGI products. All of which set themselves apart with their meticulous production processes and attention to detail.

In this context, where competitiveness is always on the rise and demand developing, packaging is then key to standing out from the rest. The bottle – and consequently the closure – are no longer mere containers. Instead, they have been transformed into sales and marketing tools. This is even more so for premium and ultra-premium condiments, making it essential that packaging can preserve the product’s sensory characteristics without damaging them in any way.

Take a step backwards

The first evidence of oil use dates back to 4,000 BCE, in Armenia and Palestine as well as in India. Only in 2,500 BCE did the Greeks begin to spread the cultivation of olive trees in the Mediterranean region. This was the starting point of condiment history as we know it today. More or less around the same time traces of vinegar production have been found.

Both of these traditions were driven forwards by the Ancient Romans, known for their love of feasting, through to current times where we have a strong connection to these traditions, albeit with the continued search for innovation.

Packaging in the world of condiments

Broadly speaking, condiments don’t enjoy light very much. Premium oils, in particular, are packaged in dark-coloured bottles to make sure that the contents are preserved over time. After all, they are delicate liquids that deserve the right care even when it comes to a closure.

Just for this reason, Tapì has created a range of pourer closures designed for use with premium and ultra-premium oils and vinegars.  Primarily they are T closures with a pourer integrated into the design to ensure the perfect pour, eradicating drips and waste.

Pourer closures – what are they and why choose one

As already explained, pourer closures are T closures that have an integrated pourer. Choosing this type of closure for condiments offers perfect portion control, with an exceptional user experience and also they offer the perfect preservation for the product. All this with originality of design and outstanding aesthetic impact.

Within the Collection range by the Tapì brand, you can find many types of closure with pourer fittings that can be entirely customised both on the head and the leg sections. Let’s have a look some examples.

Alu Mix

Tapì’s Alu-Mix is a bar-top pourer closure, with an aluminium head and leg in synthetic material. Some of the customisation options available:

  • Top and / or side embossing,
  • Top debossing,
  • Top and / or side print,
  • Wet effect
  • Diamond side embossing.

The aluminium head can be customised in any colour and the pourer leg can be made from synthetic material or with Tapì’s innovative NEOS technology that uses renewably sourced polymers to reduce the product’s carbon footprint.

Ghost Charm

Ghost Charm is a bar-top pourer closure, with aluminium head and leg in clear synthetic material. It differs from Alu-Mix with its pourer material, but it can be customised with all the same finishes.

Ghost Classic

Ghost Classic is a bar-top pourer closure, with a wooden head and leg in clear synthetic material that can finish off any packaging with a minimalist design. Some of the customisation options available:

  • Top and / or side print,
  • Medallion,
  • Laser,
  • Fire branding,
  • Top and / or side color filling.

Ghost Classic closures are available in beech, ash and oak with lacquer, soft touch or tumble finishes.

Ghost Crystal

Ghost Crystal is a bar-top pourer closure with head and leg in clear synthetic material. By its very nature, this type of closure doesn’t need any customisation.

Mono Mix

Mono-Mix is a bar-top pourer closure with head and leg in synthetic material. Some of the customisation options available:

  • Top embossing,
  • Top debossing,
  • Top hot stamp,
  • Smooth side.

You can also customise this closure with any colour in your personal palette and the pourer is also available in NEOS technology.

From Mono Mix we have created a Mini version with leg sizes 13, 14 and 16 mm.

Starlight Mix

Starlight Mix is a bar-top pourer closure with head in clear synthetic material and synthetic leg, which are ultrasonically welded.

Many customisation options are available:

  • Top head and / or side print,
  • Under head print,
  • Top leg hot stamp,
  • Medallion,
  • Customized leg color,
  • Transparent ring,
  • Metallic ring.

You can also select the pourer version with NEOS technology. And you can create a distinctive shaded gloss look with the head as the starting point. Find out more here.

T-Mix

T-Mix is a bar-top pourer closure with a head and a leg in clear synthetic material.Customisations available are:

  • Top print,
  • Bordolese,
  • Clear white.

This closure can be colour customised both on the head and the leg, which can also be made with NEOS technology.

W-Mix

W-Mix is abar-top pourer closure with wooden head and leg in synthetic material. Many customisation options are available:

  • Top and / or side print,
  • Medallion,
  • Laser,
  • Fire branding,
  • Top and / or side color filling.

W-Mix closures can be shaped from beech, ash and oak which can have lacquer, soft touch or tumble finishes applied. W-Mix is available a Mini version with leg sizes 13, 14 and 16 mm.

 

Lastly, we recently launched a new product – a union of our two best-selling products – Starlight Mix and Ghost Edition. It is entirely made from transparent synthetic materials. Ask us for more information.

 

A final note

At Tapì we have created numerous pourer closures designed to be used in the condiments sector. Their advantages are that they offer a perfect, even and continuous pour, but they also offer the best seal and preservation for the product.

Contact us for more information

New opportunities for the creation of unique packaging design. Talking to Marcos Ramos Silveyra, Sales Director Tapì South America.

tapigroup 15 December 2020 0

The main trends I detect in the liquor market can be summarised in two words: differentiation and premiumization, meaning an increased demand for products of ever greater distinction.

This is demonstrated by our collaboration with major companies on the international scene, such as Owens Illinois in Colombia, which currently produces the best quality bottles available in South America. Such demand for quality products suits Tapì’s range, since design and personalisation for individual customer products are our strong points. This is a fertile field for our company, in a market which values this level of quality.

I see Tapì as a large, powerful business family, with great opportunities for expansion. In South America, 80% of producers still do not have a national or even a continent-wide solution for the supply of closures for their products.This says a great deal about the opportunities open to a company such as ours to identify and grasp on the continental market. In Brazil for instance, the largest country in South America, the production of distilled spirits is greater than that of all the rest of the continent’s countries put together. Here, the challenge is that 99% of the output of products such as cachaça and aguardiente is intended for internal consumption, so the level of brand awareness is very low across the range. If these high alcohol content drinks could escape the medium to low range product sector, we could begin a very fruitful dialogue with their producers. Other valuable opportunities are Chilean pisco, brandy distilled from Chilean grapes, for which there is a high demand. And then there is rum, always much sought-after abroad.

Tapì has to take a gamble, by converting all its branches from local to global. I think we need to give the various parts of the company a single corporate image, bringing the potentiality of the brand and the services of the various production areas in line with each other, no matter where they are based.

A customer in the United Kingdom should not mind asking for the services of Tapì Italia, or Tapì America or South America. We are an international business, and so we have to ensure that our products are also international, through a stronger, consistent branding strategy.

Keep up with all the latest news from Tapì and other market issues. Request a copy of our magazine.

Premiumization trends in the beverage world

tapigroup 14 December 2020 0

Spirits, liqueurs, wine and more. Premium products will be the darlings of 2021.

Not only is the ever-current Covid-19 pandemic influencing our everyday and professional lives, but also the global markets including that of the alcoholic drinks sector.  Over the last few years, the trend had already tended towards premiumization with increasing research into raw materials and the creation of innovative blends. But with Covid-19 now have an impact on developments in various sectors, these trends have become even more pronounced in the spirits, liqueurs and wine sectors.

Recent market analysis in a global report by IWSR examines the change agents and drivers that are moulding the entire alcohol industry. This research has identified a number of key macro trends to watch. So, let’s take a look at them.

Sophistication and premiumization

The search for authenticity has been made possible through consumers’ improved awareness and their spending power. These days the trend is to drink less but better. And the following data points have emerged from the report:

  • Premium and super-premium alcoholic drinks will increase their market share to 13% by 2024, as consumers continue to favour quality over quantity.
  • In value terms, China is shown to be the biggest world market for premium wines and liqueurs – and the United States is close behind.
  • Both countries are expected to see premium alcoholic drink brands grow their market share in terms of volume by about one percentage point between 2019 and 2024.

All of these data points tell us that premiumization is far from a declining trend. Quite the contrary, it will take centre stage in 2021 and the near future.

Evolving traditions

Tradition has increasingly gone hand-in-hand with innovation until now. But in recent years we have seen a generational change in buyer behaviour. Today, millennials are leading the market – a consumer category born into the era of globalisation, that’s committed to ethics and values.

The IWSR report highlights several factors that show how the pandemic is altering purchasing behaviours.

Adaptation to restrictions and the closure of bars and restaurants has held consumers back, especially younger generations, in forming new consumer habits. These trends will linger in the near term with takeaway drinks that are in conveniently sized packaging.

We find tequila among the alcoholic drink categories that should continue to benefit from the premiumisation trend, which has grown by 15% per annum between 2015 and 2019. And there are other spirits such as rum and gin that are already popular as well as aperitifs, ready-to-drink products and wine. 

Health and ethical consumerism

Lastly, premiumisation is an easy fit with health and ethical consumerism. Covid-19 has led consumers to pay greater attention to their personal health, but it has brought an awareness of the environmental impact of every choice made.

Consequently, the consumer is becoming more moderate, reducing the volume and frequency but also favouring superior quality drinks with the idea that they are healthier. With the ever-growing low or zero alcohol drink offering, buyers have more opportunity to pay attention to their health these days.

Talking of these types of drink, non-alcoholic beer will increase its market share to 4.45% by 2024, just from the consumer’s desire to experiment.

Organic wine is worth a mention as it will gain even more ground in the territories of France, Germany, the United Kingdom, Japan and the United States.

The bottom line

Premiumisation in the alcoholic beverage world is a trend that has been around for a number of years. And Covid-19 has only served to highlight the demand for better quality from the end consumer.

It’s clear that spirits and premium wines merit unique packaging to set themselves apart from the rest. This is why, at Tapì, we are constantly looking for new closure solutions dedicated to the people who work in this sector. Starting with our Signature collection, made up of closures produced in the finest quality materials, typically wood and ceramics, that can be customised with artisan finishes. Through to our Collection range where design, innovation and technology come to life in exclusive closures offering the perfect seal for any type of product packaging. Then we come to Revò, Tapì’s creative lab, that designed Mekano – the cutting-edge mechanical closure. And right up to LEI, Tapì’s sustainable core that encompasses our eco-friendly products, technology and business best practices.

Get in touch to find out more about our closure solutions!

Five trends to watch in beverage packaging design for 2021

tapigroup 27 November 2020 0

Discover the trends that will drive the coming year

Once again, we can see that the key issue is sustainability in packaging design trends for 2021, when applied to the world of beverages.

There’s an ever-growing number of consumers who are worried about the negative impact that humankind is having on the planet. Not surprisingly, it has been years since this fully-fledged war began against excessive carbon emissions generated during the production of goods, against the changes in climate that we are seeing, and against the quantity of plastic that is polluting the world’s waters.

This war against resource waste is fought on a number of fronts. On one side we find consumers, with their purchasing power, who drive the market. And on the other side we have a line-up of various companies who have defined their mission statements around green issues by adopting eco-friendly production systems and offering solutions with low environmental impact.

On this basis, it’s clear that sustainability will remain an evolving trend.

Ecological design

It’s not just paper that’s become a popular alternative in the packaging sector. Many consumers are looking for recyclable, biodegradable or compostable packaging, particularly when buying food and drink.

According to the Global Web Index, it’s likely that 61% of Millennials are happy to pay more for eco-friendly or sustainable products.

Given that our planet’s health is critical, Tapì has also decided to roll out our own sustainable action plan – the result is LEI. This acronym defines our company’s mission in a very simple way – it focusses on our contribution to reducing our impact on the environment.

We have included in the LEI project all our company’s best practices along with all our designs that have the aim of reducing our impact on the environment.  There are even some product families in LEI, such as Abor, T-Cask and Devin. Their production processes reuse distillation residue, cask wood that is end of life, and grape pomace respectively, which leads to the creation of closures that are green to their core. And there’s also Duo, the closure designed with separable components to make recycling simpler for the consumer. Neos is an innovative technology that reduces the carbon footprint of products through the use of renewably sourced biopolymers. And there’s Pure, a “polyurethane-free” closure made by blending polymers from renewable sources – the Neos Technology – with sterilised natural cork micro-granules.

Less plastics and more paper

Due to the global battle against single-use plastics that continues to gain ground, the transition to paper has become an increasingly popular choice. Today, many brands produce paper straws amongst other things, that are durable, natural and sustainable as well as recyclable. And there are ever more companies operating in the beverage world who are using them to supplement their own packaging.

But it isn’t just a question of replacing plastic with paper in secondary packaging.

Bacardi recently announced a new initiative to manufacture innovative bottles made with a paper base mixed with a cutting-edge biopolymer, Nodax PHA, derived from seeds from oil crops such as soya, canola and palm.

With the aim of becoming completely plastic free by 2030, the company is convinced that this experiment could develop into an entirely eco-friendly container that can maintain the sensory characteristics of its products with no variation. Just as they are preserved in standard glass bottles.

In addition, over the last few years, various governments have announced a ban on sales of straws made from single-use plastics. It’s a war being waged on many fronts and in response to ever more significant pollution to our planet.

Smart, interactive packaging

Intelligent packaging has been talked about for some time now, but the constant progress that characterises this era is leading businesses to design new solutions that favour their own growth and consumer engagement.

Research shows that augmented reality packaging has risen by 120% over the last two years. This is a result of it being more attractive to Millennials – games, competitions, music and recipes can be added to products.

But that’s not all. Besides enhancing brand engagement, interactive packaging has the potential for increased transparency. The consumer can access a secure platform directly from their smart phone where they can find a whole host of information about the product’s supply chain.

At Tapì, we have recently developed i-Tap – the ability to insert NFC technology into our closures.

When an enabled smart phone moves into the vicinity of a bottle, the tag recognises if the product has been opened, tampered with or if it’s still sealed. Manufacturers can use this to protect their products and warn customers if the contents inside the bottle are not safe to consume. The tag can also let the brand make dynamic, interactive experiences available to customers, consequently enhancing engagement and loyalty.

More use of aluminium

The use of aluminium cans has grown significantly over the last few years due to its distinctive characteristics – its durability and the fact it is lightweight. This allows companies to package and transport beverages with ease while using fewer materials.

Mordor Intelligence states that the specific market related to cans should experience a growth rate of 3.2% between 2020 and 2025.

But aluminium is not just the preserve of canned drinks. Over the last few years, it has often been considered by spirits producers because of its versatility – both in terms of constructing secondary packaging, possibly intended for specific limited-edition products, as well as a cutting-edge material for closure heads.

Precisely because of its primary features of style, prestige and modernity, we have developed a number of closure technologies at Tapì, that adapt really well to this growth trend. From Starcap to Alu-Mix, SCR Aluminium and Ghost Charm – these are all versatile, completely customisable closures that can add the finishing touch of refinement and style to any packaging.

Transparency

With the recent Covid-19 pandemic, that’s impacting the whole world to a greater or lesser degree, consumers have become even more careful of their health. This trend has been present over the past few years, but now it’s completely dominating the market in a number of sectors.

This increasing attention brings with it demand for better understanding of the information about products, driving companies towards improved transparency to promote loyalty in its customer base and brand.

It has been shown, for example, that 80% of UK consumers have no idea what the calorie content of an alcoholic drink is. This is why there is now clear labelling in that country.

In the light of this, the Scotch Whisky Association (SWA) backed a proposal that was presented in Brussels in 2018. This proposal was to ensure that nutritional information is made available on all types of alcoholic drinks by 2022.

In brief

Once again, we see sustainability as a central trend in the world of packaging design and an issue that arises in many different forms.

We have also noted that consumers are ever more aware and vigilant in their desire to do something concrete for the planet. This is why every company that operates in the sector should pay attention to this trend when they are designing packaging for their products. Their aim should be to show themselves as environmentally friendly and of convey values and positive messages to all their potential customers.

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Trends to be taken seriously for the world of artisan beer in 2021

tapigroup 9 November 2020 0

 

Keep any eye on these seven developments for the coming year in the craft beer sector

The world of artisan beer has gained huge popularity over the last few years. It’s estimated that there are more than 19,000 brewers globally and 94% of these are artisan producers, with the United States leading the market.

These large numbers have resulted in the strengthening of some emerging trends and the evolution of some completely new ones. In light of this, let’s have a look at which trends will define the artisan beer sector in 2021.

1. Lambic or Sour Beer

Over the past few years, Sour Beers have been acknowledged as niche products, not to everyone’s taste. But more recently, sales of these sharp, highly fruited beers have exploded in the mainstream market.

Producers have also confirmed that Lambic Beers are outselling other styles of beer in growth terms. Clearly, we are talking in percentage terms and not overall volumes.

The reason for their increased popularity seems to be down to the fact these Sour Beers have a relatively low calorie and alcohol content, while still offering a rich and highly aromatic flavour.

2. Greater respect for Lager

Lager has long suffered from a poor reputation in the craft beer market, as it hasn’t really been considered an artisan product. Yet IPA beers have continued to reign supreme, and whose near monopoly has begun to diminish due to the increased popularity of the much-maligned lager.

Some microbreweries have been able to devise well-loved blends, attracting a large number of customers. This is why IPAs will almost certainly continue to reduce in number over the course of 2021.

3. CBD beers are on their way

Over the last few months, an array of CBD-based products has been designed. It was only a matter of time before beer would get involved in this area as well.

CBD refers to the non-psychoactive part of marijuana. Legal in most countries, it helps to lift anxiety and enhance relaxation without any feeling of being drugged.

A variety of artisan brewers are planning to launch CBD-based beers on a limited-edition basis. And if they turn out to be really popular, production will continue in the coming years.

4. Rosé beer is gaining ground too

Pink beers have become very popular this year, but in 2021 they will become part of an even larger trend that’s more widely accepted even by connoisseurs.

This type of beer – inspired by rosé wine – is winning over the female market, attracted by the colour to get into the world of craft beer.

5. Tough times for large-scale brewers

Various research has shown that artisan brewers could give large-scale breweries a run for their money, by expanding their market share.

This theory is founded on the fact that younger customers are the driving force in the global popularity of craft beers. And since this generation is the one that leads market choices, it’s likely that they will remain loyal to their choices and buying habits. At the same time, older generations continue to trust better-known, industrial brands, but make fewer purchases as they grow older.

6. More beers made with fresh hops

Did you know that there has been an 80% increase in fields growing hops in the US?

This statistic indicates greater direct access to hops for brewers, meaning that they can produce more beer with fresh hops. It’s no surprise then that in recent years the production of this type of beer has grown significantly.

7. Greater inclusiveness

The sector doesn’t necessarily need to be modernised, but artisan brewers are slowly changing. The whole craft beer market will become ever more inclusive and diverse with a greater growth expected over the next decade.

What we can offer

Our mechanical closure, Mekano, is our design for the world of artisan beer – a compelling sector for us. Maximum seal assurance and high gas barrier – key features that set this innovative closure apart. It’s completely customisable and don’t forget its sustainability qualities: Mekano is reusable.

Discover Mekano

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The Signature products range designed by Tapì

tapigroup 29 October 2020 0

The Signature range originally came from France a few years ago, initially as response to requests from a few premium markets. Amongst them was cognac, with the need to develop packaging that would enhance and accent/highlight the intrinsic features of their products.

In reality, though, this specific sector – the premium and super premium – was looking for packaging that was of the highest quality in terms of materials, products and services, as a whole. The packaging had to be of the best quality and of high performance. These particular markets requested research study into craftsmanship and customisation – characteristics that today are the bread and butter of our Research and Development department.

But that wasn’t all. The bottles used to hold such precious elixirs/fine spirits had wider mouths than the standard bottles used in the more commercial markets, which meant they needed larger, heavier closures. That’s how the Signature range designed by Tapì was born. From one specific requirement and years of constant research, we have been able to create a range of products that fit any type of spirit that needs a seal that’s beautiful to behold and that has maximum efficiency.

Signature Ceramic Inspiration

Top-end closures with changing appeal – luxurious, vintage, shrouded in mystery. Little sculptures inspired by the beauty of ceramics from an artistic and architectural area. This could be the tag line for the Ceramic Inspiration range. Genuine masterpieces in packaging design that allow closures to be created with a sculptural, timeless style, but always paying attention to sustainability.

There are many types of finish available now, including the most recent – Stone Effect. This reflects the characteristics of stone to give a touch of craftsmanship to whatever product it seals.

Signature Wood Inspiration

The beauty of wood is one of the cornerstones of the Signature Wood Inspiration range. Elegance meets the feeling of warmth generated by wood, this is the aim of producing a range of closures that can enhance any spirit that it seals.

A material stands the test of time, available in many, varied finishes and for any concept differentiated by their requirements.

Round, sharp/well-defined, regular shapes. Style details that give every single closure its own inimitable uniqueness, with the ability to amaze at first glance. Tradition and modernity meet to create a range of closures that look to the future by expressing the values of a past beauty.

Little masterpieces with a craftsmanlike feel – this is how the Signature Wood Inspiration range could be described, which has recently been enhanced by two new finishes: Craft Effect, with leather inserts, and Exotic Wood, that uses wood from far-off, exotic places to create the unique feel of travel for the consumer.

This article appears in our printed magazine, TapInk.

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End consumer packaging perceptions

tapigroup 22 October 2020 0

In this article we’ll find out which packaging elements can have a positive influence on the perception of packaging

The packaging design world has changed frequently and radically since the 1960s, because various producers have continued to manoeuvre themselves into a defined position, with genuine brand recognition and loyalty from their customer base. So, in this context, it has become essential to understand how end consumers perceive and respond to trends, changes and developments in the sector.

Packaging perception

Packaging – and everything that conveys perception level – plays a critical role in consumer models. When perceptions do not align with expectations, disappointment and dissatisfaction take control. And they can have an immediate and negative impact on the positioning and sales of a product, as well as long-term damage related to a particular brand’s trustworthiness.

This means that perceived value is very important in packaging design, communicated by the combination of emotive and intangible elements.  In the branding and packaging sector, these fundamental factors provide customers with new ways to approach and consume products as well as developing loyalty in terms of values and emotional response.

Let’s look more closely at some of the elements to focus on during the creation of packaging solutions and how they are linked to brand perception and the product itself.

Brand positioning

Packaging helps to develop brand loyalty in consumers. The creation of product lines with unique packaging elements allows customers to recognise the brand regardless of sales channel. Differentiation has evolved into a fundamental principle in the modern era. 

When making a purchase, the customer will pay a great deal of attention to the quality, design, creativity, colours and materials. When these various parts are used to good effect within packaging development and are consistent over time, the product will become immediately recognisable, creating a sense of appeal in the mind of the consumer. This gives the brand a competitive advantage.

Packaging design and quality

Quality is an interesting discussion area and is an essential concept when it comes to packaging design. This element must be on a par with the goods provided so it can spotlight the product’s features in the eyes of the end consumer.

In the premium and super-premium spirits sector, packaging nearly always reflects the product it contains. Each element must be designed in the utmost detail to ensure the final result is appealing to the consumer, mirrors the brand’s values and fulfils the storytelling aspects that leverage emotional responses – all without forgetting quality.

Perceived value

Now, let’s return to the topic of perceived value. There are a number of ways a brand can align itself to improve or develop its position in the market. This is where rebranding comes in. It will have an effect not only on products but also on values such as the company’s vision and mission, which are essential in attracting new types of target market and where packaging plays a fundamental role

Another good example of this the limited edition product, which has a high conversion rate as it leverages the sense of urgency and rarity in the end consumer. In this situation, the message conveyed is that if you don’t act now, you’ll miss the opportunity to buy a unique product – and have access to something that most other people do not.

Perceived value can also be influenced by the characteristics and overall appeal of the packaging. Well-designed packaging can stimulate sales and generate positive buzz.

The beverage world is a perfect example of this. Let’s take OryGin, an amber-coloured gin distilled in France which has gold as its predominant feature. Sophisticated packaging was selected for this product to highlight the values it draws inspiration from. A simple bottle, but with a sought-after look, has been sealed with a TapìT-Wood closure personalised with the Color Filling technique. A luxurious product whose packaging is used as a marketing lever to reaffirm the highest level of value perception for the end consumer.

And finally

Your packaging design needs to be flawless. With this in mind, we recommend that you put your trust in an expert adviser who understands both consumer psychology as well as the production process and customer needs. Over the years, we have become specialists in designing closures that enhance and complement product packaging, by creating a range of products and personalised designs tailored to our customers’ needs.

Get in touch to find out what we can do for you

Closures for wine – how to choose the right one and trends to note

tapigroup 14 October 2020 0

Selecting the right seal for your wine is really important, as it needs to preserve the product inside the bottle

In the world of wine, not only is it important to assess the product itself, but also how it is to be sealed and packaged. Today, an array of wine closures is available, giving you a choice that’s much broader than in the past, both in terms of aesthetic appeal and materials used.

The host of options on the market poses a number of challenges for wine producers and the selection process cannot ignore considerations such as overall advantages, current trends, cost effectiveness and obviously, the type of product to be sealed.

Take a step back

Wine is a drink with ancient origins that date back as far as prehistoric times. It’s so old that wine’s history fuses perfectly with that of humanity. Between legend, religion and history, this particular world has always been characterised by a wide variety of aromatic nuances, derived from different types of vine, areas of cultivation and climate, all tempered by each other.

So far, it has proved almost impossible to find two identical products, and for this reason the preservation of each one’s distinctiveness has become critical.

Tapì’s range of closures for the wine sector offers high-tech, cutting edge solutions that ensure excellent performance with reliability and effectiveness in preserving and protecting the sensory properties of complex products like those in high-quality wine.

Find out more about wine closures from the Tapì brand.

What do wine producers currently use to seal their bottles?

Every wine company approaches the selection of the correct closure in their own unique way, by considering the cost-benefit relationship, overall advantages and latest trends. Some maintain their preference for cork closures, amongst the most popular in the past, and others opt for micro-agglomerate closures in synthetic or alternative types of material developed over the years.

With our many years of experience in the closure sector of the wine market, we support our customers in making the best choice on an aesthetic and a performance level, while keeping a close eye on contemporary and keenly felt views of end consumers, such as environmental impact.

Closures for still wines

Traditional closures for still wines can take the form of a simple cylindrical or T shape.

As these products have a larger diameter than the neck of the bottle, they are compressed during the capping process for easy insertion.                                                                                                                                                                                                                                                                                                                                                                                                                                    

Their subsequent expansion ensures the closure’s hermetic seal, completely fulfilling its purpose – avoiding the evaporation and oxidisation of the wine.

Sealing sparkling wines

Mechanisms for capping sparkling wines must be able to ensure an effective barrier against the high internal pressure as well as being a hermetic seal. 

To achieve this outcome, the cap needs to have specific characteristics such as elasticity, so it can provide optimum hold at the bottom of the closure. This then prevents any carbon dioxide escape which can spoil the distinctiveness and flavour of the product.

Wine closures – trends to be reckoned with

Trends in the closures market evolve over time, but it’s useful to know what the emerging tendencies are and understand how the sector is changing.

Certainly, one to take into consideration is sustainability – an increasingly common theme with producers, businesses and end consumers. 

Devin, the new closure for the wine market

Over recent years, our attention has turned towards the environment and the actions that individuals and companies can take to lessen our impact to the minimum. Devin was created out of this ideal – an innovative closure, made by us at Tapì. The closure’s designed to have a reduced carbon footprint for the wine market.

To manufacture Devin, we exclusively use plant-based polymers blended with grape pomace generated in the wine-making process, which otherwise would go to landfill. A closure with a green soul but equally effective, offering a mechanical performance and an oxygen barrier that make it a safe, advanced seal, designed for all wine qualities – including biodynamic and SO2-free.

Mekano, design and innovation

Another trend in the wine world is the use of closures outside the traditional design, creating striking packaging, without losing any technical or mechanical performance.

Mekano is well positioned within this context. It’s a closure with a typically Made in Italy design that can be used successfully in the wine market.

High technical performance makes it the perfect closure for companies operating in the wine sector that require maximum safety from a seal with an effective gas barrier. A remarkable and versatile product with infinite customisation potential, Mekano is ideal for any brand looking to stand out within its own market niche.

Mekano is a reusable closure. Usually, once a bottle of wine is opened, the closure has to be replaced by another kind of cap to keep it fresh. Whereas, with Mekano, you can reseal the bottle after every use. When the product has been consumed, the bottle can be reused, by refilling it with any type of liquid, storing it in perfect condition.

A final note

The recommendations made here are suggestions based on our experience. However, we do advise an assessment is carried out of all the elements and factors involved – bottle, product type, fill level and the packaging as a whole.

Contact us to arrange a consultation with one of our area managers.

Roberto Casini, Group CEO, gives us some insights on Les Bouchages Delage entry in Tapì

tapigroup 28 September 2020 0

Here’s the current status and a look towards the future

After more than a year of meetings in France and Italy, we are pleased to announce the incorporation of Les Bouchages Delage into the Tapì Group.

Recognised as the leader in closure production for premium alcoholic drinks, and partner to the biggest producers of Cognac and other spirits globally, there were many interested parties including some large multinational groups that operate in the closure sector. For this reason, we can say that we are not only pleased to have chosen them as our partner, but we’re also pleased that they chose us, considering the other compelling potential collaborators.

Uniting Tapì and Delage into one Group we will strengthen our business

The French-Italian pairing has been received with great enthusiasm on both sides. And because of this, I view the Tapì-Delage Group as the combination of common values from their respective skill sets, rather than as an actual acquisition. For me, it’s a source of pride to see there’s already strong engagement and willingness to share synergies and competences between people in both organisations.

Les Bouchages Delage is an organisation with great skills and know-how in our reference market. We both sell high-quality products with complementary commercial offerings and product ranges that integrate well.

The specialist know-how about plastic and aluminium materials along with the supply and production of wood from Tapì is being integrated with Delage’s production phases for metallised plastics and metalworking, as well as their in-depth knowledge of cork.

So, today we have become the Group with the most complete portfolio available in the closure market that’s focussed on premium and super-premium spirits.

Both brands – Tapì and Les Bouchages Delage – have always been associated with cutting-edge technology and in-depth design research. And they can expect to achieve an excellent position in the market, both in terms of reputation and brand strength, internationally.

More specifically, the Tapì brand has always been recognised for its design and innovation, while the Delage brand occupies a traditional position, with a clear focus on the development of top-quality products.

I’m certain that in uniting Tapì and Delage into one Group we will strengthen our business and market objectives. On one hand, it drives the consolidation of both brands in the markets where they operate. And on the other, we can win new markets by converging the meeting point between demand and offering in the most holistic and effective way.

This article appears in our printed magazine, TapInk.

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