Packaging for luxury products and alcoholic beverages has long served as a reflection of artistry and innovation, but in recent years, it has also become a space where sustainability takes center stage. At the 2024 Worldstar Global Packaging Awards, held in Bangkok, the alcoholic beverages category once again captured attention, with designers balancing aesthetics and environmental responsibility to create packaging that is as practical as it is captivating.
One such packaging was The Wine Bag, a creation from Greek firm A.S. Strategy, Branding & Communication. It isn’t merely a container for wine – it’s a design statement. A cardboard box meticulously crafted to resemble a genuine leather handbag, complete with a strap, it blends fashion and function. This leap in wine packaging moves beyond the ordinary, transforming what could have been a simple utility into an elegant accessory. It demonstrates how creativity, paired with attention to detail, can make everyday objects more engaging, even while retaining their primary purpose.
Meanwhile, in India, the team behind Chivas Regal’s 18 Years Limited-Edition Pack, created by ITC and Pernod Ricard India, has given whisky packaging a sustainable overhaul. In a first for the brand, the packaging was designed by a woman and features motifs inspired by the flora and fauna of India’s coastal regions. At its core is a commitment to reducing the environmental footprint: conventional plastic components are replaced with renewable materials, while metallic prints replace traditional PET film coatings. More than just packaging, it encapsulates the whisky’s rich, multi-layered flavor profile and offers a visually striking, eco-friendly alternative that elevates the experience of Chivas Regal.
From Austria, Spirit Brothers, in collaboration with Lucaprint, presented a sleek solution for Belle Rive Gin. The packaging, while minimalist in design, is notably free from adhesives and built from virgin fibre cartonboard. Its purpose is twofold – to protect the bottle and to present the product in a way that enhances, rather than obscures, its aesthetic appeal. The built-in cord allows for easy transport, while the smooth surface of the board makes it perfect for precise, sophisticated printing. This combination of practicality and elegance proves that simplicity in design does not have to compromise on visual impact.
Across the Atlantic in the United States, Berlin Packaging’s work on El Bocoy whiskey packaging reflects a harmonious blend of traditional and modern elements. Taking inspiration from the whiskey-making process, the design centers on the concept of the “bocoy” – the barrel in which the whiskey is aged. The bottle’s cap, made from carved and stained wood, mirrors the barrel’s form, while the surrounding canister is lined with imitation wood. What sets this apart is the packaging’s dual focus on premium appeal and sustainability. The use of recyclable materials alongside a design that maximizes both visual and tactile appeal signals a broader shift in the industry toward eco-conscious luxury.
From Australia and New Zealand, Planet Protector’s Wine Protector offers a pragmatic response to a specific challenge – the safe and sustainable transport of wine across long distances. The design taps into the insulating properties of sheep’s wool, a renewable resource that outperforms many synthetic alternatives. Planet Protector’s solution replaces expanded polystyrene, a material long criticised for its environmental impact, and provides a system that is both functional and eco-friendly. The result is packaging that protects wine while preserving its aromas and flavors, offering customers not only a superior product but also the peace of mind that comes with choosing a sustainable alternative.
China emerged as the standout performer in the alcoholic beverages category at the 2024 Worldstar Global Packaging Awards, claiming six awards – the most in this segment. One such winning entry was the packaging for Maoyun (Jin Se Jia Li), created by Shenzhen Qianhai Blueprint Culture Communication. Featuring a depiction of ‘Jin Chun Tu,’ a famous painting, the design pays homage to Eastern aesthetics, blending the disciplines of painting, architecture, and calligraphy. The result is a visually rich representation of the cultural heritage behind the brand, positioning it as both a high-quality beverage and a symbol of Chinese craftsmanship.
