Packaging customization is a given

tapigroup 16 April 2021 0

Customizing your packaging not only supports brand awareness, it also favors sales and your business image.

Packaging is one of the essential elements of mixed marketing, as it communicates a product’s characteristics and identity from the first glance. And when done well, it assists in the sales process. From a simple element designed to contain, preserve or transport a product, packaging is becoming an ever more significant communication tool. After all, it is the first perception a consumer has of a product.

This leads to another topic – namely packaging customization – which is fundamental in highlighting one benefit over another and in emphasizing the values or messages a brand wants to convey to its customers.

Advantages of packaging customization

Aside from profiling a brand’s features and unique characteristics, packaging customization brings other advantages with it. Let’s take a look at them.

Customer loyalty

Each and every activity is based on a percentage, either high or low, of regular and repeat customers. Packaging definitely plays a fundamental part in buying habits, especially when linked to a specific ‘selling proposition’.

Let’s look at an example by taking an imaginary company that makes wine. For many years it focussed on making its products in the most sustainable way possible. So, its choice of packaging should also reflect the values of the company – even by selecting the Devin bottle closure by Tapì. This eco-friendly seal is designed for the wine industry and made from grape pomace waste that would otherwise have gone to landfill.

Packaging lays the foundations for customer experience by reaffirming the reasons why a customer chooses a given company or a specific brand. This is why it should be consistent, as it convinces the customer to come back to the same brand after the first purchase.

Brand storytelling

The very first image a potential customer has of a product is its packaging. This should reflect their expectations and should be consistent with a narrative that tells the customer about the unique features, characteristics, quality of the product and the brand itself. 

Let’s look at another example.

A superpremium whisky, designed for a highly specific target market, should be presented in a bottle – and equally sealed with a closure – that expresses quality from the initial glance. The Signature range by Tapì is the perfect fit, as it has luxurious materials such as wood and ceramic, making it ideal to add the finishing touch to any packaging.

Brand development

Besides packaging design that’s focussed on the product features to be conveyed, customization can also position certain graphic elements for the brand on the packaging with the aim of raising awareness. This can go from the brand’s choice of color for the label or seal, as well as the choice of bottle or decorative element that relates the company’s values.

By focussing solely on closures designed for the world of premium beverage – a market where Tapì has been operating for over 20 years – it can state that customization has now become a critical element. Additionally, it is one of the greatest values to communicate to customers through experience and specific awareness of technology, materials and applications.

A few examples could include color customization, logo or text application through stamping or engraving, and even specific technical processes for various materials that offer truly unique artisanal effects.

A final note

Regardless of whether your product will always have competition, even the smallest nuance can help to attract a customer’s attention and convince them to purchase.

Good quality packaging customization can be the added value to create that longed-for wow effect. Likewise, it ensures the brand name is associated with specific values clearly etched in the customer’s mind, even after the transaction is complete.

Want to find out more about our customized closures?

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tapigroup 22 March 2021 0

  • St Urban is one of the few distilleries to produce high quality whisky in Italy. How was it established?

The idea of setting up a whisky distillery started with my real love for whisky in general. With the aim of developing my project, I spent time abroad visiting various distilleries. But my main aim was to pick up the secrets of whisky making. So, when I came back to Italy, I set up my distillery, St Urban, which is still one of the few whisky producers in the country.

  • How would you characterise St Urban and what are the principal problems you encounter in distilling whisky in Italy?

The secret to St Urban Single Malt lies in its ageing. It’s a show process where it spends at least three years in casks from Traminer Aromatico Passito from the Alto Adige. This develops the distinctive, signature character of this whisky.

There is no tradition of whisky production in Italy, as I mentioned before, and this has made it difficult to purchase the raw materials needed. They must be of the best quality to make a premium product like this one.

  • Covid-19 has posed problems for everyone over the last year. How has it impacted your work?

The Covid period has made life very complicated for us. Half of our business happens at our retail outlet in Cornaiano, in the Alto-Adige region – primarily a tourist area. During the period since the start of the pandemic, we have only had four months of tourism which is what brings most of our custom.

  • Do you have any previews for future products you can share with us?

In about two years we will be bottling up our rum, which is currently being cask aged. We can’t wait to launch it onto the market and unveil its secrets.

  • The packaging for St Urban is centred around style and tradition, from the box enclosing the bottle right up to the closure. What made you choose our Luna closure from the Signature Wood Inspiration range?

Our customer base is very interested in product quality, but we have noticed that quality alone is not enough, if there isn’t enough attention paid to packaging. A customer is much more likely to buy a bottle that’s well presented with a closure that’s particularly striking. So, we decided to work with Tapì in choosing the most suitable closure for our premium product. That was how we came to use Luna for our St Urban Single Malt. It’s a T-closure in wood with silver finish, from the prestigious Signature range by Tapì.


Can luxury packaging really be sustainable?

tapigroup 26 February 2021 0

With growing focus on environmental issues, the luxury packaging world is changing

With consumers’ increasing attention on environmental issues, combined with their search to make ever more eco-friendly purchases, businesses are now acting to find practical packaging solutions with a reduced environmental impact.

This trend has led many companies operating in the beverage packaging sector to change their mission to invest even more into research and development of eco-friendly alternatives. One such example from a few months ago was the breaking news that Bacardi is to transition to biodegradable bottles before 2023. This is a sign that there are decisive moves towards the protection of the environment.

Only recently the term, luxury packaging, was considered the opposite of sustainable packaging, whereas, we can now say that they go hand in hand with no problem at all.

Clear examples of this are our Abor and T-Cask products. Both are made using innovative production processes that respectively reuse waste generated during distillation and end-of-life barrels. The resulting cutting-edge closures are designed for premium and super-premium products. And there’s also Duo, the closure that can be easily separated – the head from the leg – to enable effective recycling.


Sustainable luxury – the challenge

Until a short time ago, prestigious brands and their clients would often focus more on the aesthetic appeal of packaging rather than its eco-friendliness. But now the whole sector is changing course.

The task of producing sustainable packaging elements that are also relevant to the premium beverage market, is anything but straight forward. The challenge is highly significant. Beyond the health of the environment around us, you also have to emphasize that there is currently greater awareness compared to the past and the equation has altered to green = trendy. The core engine for this change has been the selfsame consumers, who have made significant changes to their own purchasing habits in favor of more sustainable choices.

The green trend is one we have been seeing for a number of years, but since the arrival of the Covid-19 pandemic, it has been boosted over the last year. During the first lockdown, people chose to follow a more sustainable lifestyle, McKinsey data suggests, with more focus on recycling and purchasing products with more eco-friendly packaging. This is why this trend is something that can no longer be ignored in the luxury market.

Sustainable packaging – the business choice

In recent years, even businesses in the luxury sector have reversed the trend towards more sustainable practices. Pioneers in the sector certainly include Gucci, having launched their 100% recyclable packaging in FSC (Forest Stewardship Council) certified paper, back in 2010.

Focusing exclusively on the beverage world, many producers are actively developing new, more sustainable solutions without any impact on the luxury concept. In addition to the Bacardi example noted at the start of this article, one brand that has committed to protecting the environment is Westland Distillery. It only uses natural resources for its production and Copper & Kings takes advantage of solar energy for its electricity supply.

Meaning that, apart from materials, companies are adopting measures to make production processes more environmentally friendly. This includes Tapì, which has been moving in this direction for years, by investing heavily into the research and development of new solutions to reduce carbon footprint. NEOS technology is one example. Launched in 2020, it uses renewably sourced polymers while maintaining product performance and aesthetic appeal, by working with the origins of the raw materials and not their performance.

Luxury, sustainable packaging – the future

What has been said so far helps us understand that producers have taken the commitment to reduce their environmental impact through production processes and/or materials. This is a significant step in the right direction.

Looking to the future, it seems clear that businesses will continue to improve the eco-friendliness of their packaging. And hopefully in favor of bioplastics, as they can provide the same aesthetic impact as the traditional alternatives, or other sustainable materials that are easier to recycle or reuse once they have fulfilled their task.

Read more: trends for 2021 to watch in beverage packaging design

In conclusion

In the light of the examples given here, we can certainly say that today luxury packaging really can be sustainable. The whole industry has evolved through innovations that are equally good from an aesthetic and/or performance perspective when compared to less sustainable alternatives.

Welcome to the sustainable world at Tapì

Interview with Fred Jerbis

tapigroup 10 February 2021 0

  • The Fred Jerbis brand is certainly eye-catching and engaging. Can you tell us about the brand’s meaning and what inspired the brand’s name?

Fred Jerbis signifies “le erbe di Federico” – “the herbs of Federico” in English.  We chose a name inspired by the Friulian region specifically to highlight and reflect the importance of our heritage – it’s the basis of our product creation. The Fred Jerbis concept actually includes a range of spirits and liqueurs and they’re all characterized by their strong links with the land.

  • What made you get involved in the spirits and liqueur business? And where did you learn the skills you needed?

 To be honest, it’s all rooted in my love of plants, and for products that have botanicals as their primary ingredient. From there, my focus went into making gin and then I went on to learn the principles of making traditional Italian liqueurs. I was certain that it was possible to devise a range of spirits that can illustrate the Friuli region and Italy too, but in an authentic artisan way. My involvement in the cocktail world began back in 2000. Initially I got some experience in Spain and Italy, and then in 2008 I came back to Friuli to open my bartender training school and cocktail bar in Polcenigo.

  • What’s the key to your success in a marketplace that’s as crowded as the spirits sector? How have you differentiated yourself from competitors?

 Within the spirits and liqueurs market, FJ represents research and development. We believe that you need a fresh perspective to create original products. And you can take nothing for granted when you are evolving. Instead, you have to constantly try to keep finding a different angle. The FJ concept has two distinct objectives. The first is to create artisan spirits in limited quantities and using only the best quality ingredients. And the second objective I set was to make the best Negroni cocktail in the world, meaning I had to look beyond just one single product and focus more on blending.

  • Has the current Covid-19 pandemic had a positive or negative impact on your business?

The pandemic has been destabilizing for us. We’ve felt the impact of closures mainly due to our work with the hospitality industry. But luckily, we have managed to limit our losses with the support of our keen customers, who have chosen to continue drinking Fred Jerbis through lockdown.

  • Can you give us a sneak peek of your products in development?

At the moment, we are focused on the construction of a distillery and botanical garden so we can give even closer attention to the production phases. From a product perspective, we continue to offer our limited edition, single-vintage lines.

  • From your experience, what are the new trends in the spirits sector and what should we expect in the future?

Honestly, we’re not in a position to tell you what the upcoming trends will be. We’d love to know though! But what we do think is that consumers are changing, and they’ll always be looking for quality products. This is a growing and critical factor which we think cannot be overlooked.

  • As for packaging, what you have selected for your products reflects their artisan background and connection with tradition. Did you design and choose the individual elements yourselves or did you work with a specialist agency?

Our packaging is dual purpose. On the one hand, it uses a simple method to show the botanicals used in each spirit. And on the other, it conveys a feel of artisan production, which sets our products apart from the rest. Our own team worked on the brand creation and identity – it was part of the project development. In doing this phase of the project ourselves, it would allow us to lend a stronger sense of authenticity to it.

  • Now, let’s take a look at the closure. What made you choose the T-Wood closure for your whole range of spirits?

 Our choice of closure was simple yet distinctive, have clean lines and perfect in every detail.

Fred Jerbis selected T-Wood from the Collection range, with a natural beech wood head that’s customized with the Fred Jerbis logo in a single-colored print.

The leg is synthetic and picked out purposefully for its neutrality of impact to flavors and aromas. The leg is mounted to the head by coinjection. This cutting-edge technique avoids the use of adhesives as well as accidental breakages, while ensuring an optimum seal.


Packaging design tips to target Millennials

tapigroup 29 January 2021 0

Minimalism, technology, visual storytelling and sustainability – a few tips on packaging design to target the millennial market

Research shows that Millennials have greater purchasing power when compared to any other generation. For this reason, several brands use them as their reference target for their marketing choices, research and development, new product investment as well as devising innovative packaging and new strategies.

Yet, this customer base is quite difficult to impress and satisfy. It’s actually estimated that this group remains up to 70-80% less loyal to a brand than other groups. This is a real challenge for companies, who, with the aim of winning them over, have to offer a value proposition that’s unique, differentiated if not quite unconventional. One element that attracts their attention is packaging design.

Tips on beverage packaging for Millennials

Over recent years, a variety of beverage companies have implemented rebranding strategies for their packaging aimed at winning over the Millennial market. Today even the concept of packaging has changed. From simple containers, packaging has become a means to promote trustworthiness and transparency about ingredients, but it’s also a powerful marketing tool.

Let’s have a look at which features should be included in packaging design that’s aimed at Millennials.

Yes to minimalism!

Millennials prefer minimalism. But that doesn’t mean you should limit yourself to the black and white colour combinations. Put simply, you should play around with clean shapes and layouts, while making effective use of space and symmetry.

This is particularly important when it comes to bottles, so the consumer can easily read the information on the label. Mixing details up with overly elaborate elements is definitely going to be counterproductive.

From analogue to digital

Over the last few years, consumers have started to pay more attention to the virtual aspects of a product. And this has led to many routes being opened up to attach technology to packaging.

Amongst the most widely used is the NFC tag which allows the consumer to receive additional information about the product and to be reassured about its authenticity. In this context, Tapì has also recently launched technology related to this for its closures, i-Tap.

Using images for storytelling

Millennials love stories. They spend hours on Instagram browsing stories so they don’t miss out on any of them. Stories are key for this generation and brands can use this device to their advantage.

Every story is unique, and the distinction is made in the way it is told. Stock images are no longer good enough and the same goes for fonts that have been seen time after time. Millennials consider this all quite mundane, almost obsolete and it could damage a brand’s reputation.

If you want to win over this target group, choose original, visual content that talks about the values and benefits gained by purchasing the product and beyond the product itself.

Pay close attention to sustainability

The sustainability demonstrated by a brand is increasingly important for Millennials. Eco-friendly packaging has been a trend for a number of years now. But with the Covid-19 pandemic, the focus from consumers has become even stronger.

Various companies are responding to Millennials’ demands to reduce our plastic usage. One example is Bacardi, who announced that they will roll out 100% biodegradable bottles by 2023.

Linked to this vision, Tapì is in the process of designing new closures that reflect the eco-friendly products of our clients. For instance, Abor, T-Cask and Devin have manufacturing processes that allow us to create a number of closure ranges through the use of distillation waste – from casks and grape pomace – that would otherwise have gone to land fill. Then we have Duo, the closure designed for the cosmetics and spirits markets, which can be separated completely into its constituent parts, making it easily recyclable by the end consumer. And there’s Mekano, a globally unique approach that has given life to an innovative – and most importantly – reusable closure that’s suitable for a variety of sectors.

The bottom line

Millennials are the generation that need to believe in the values of the reference brand and packaging is the ideal way to gain their confidence.

From the choice of bottle and label, as well as the closure and secondary packaging, each and every element is essential in conveying a product’s own unique story. Packaging can influence purchasingchoices. For this reason, it’s key not to underestimate its value and be able to single out each component required so that the target audience will fall in love with the product.

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

Contact us today

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?

Contact us today

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 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 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.


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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