A large selection of premium wines and spirits holiday gift packages left over from the holiday season lack any creativity and innovation. They are on sale at your local liquor store, and even coated in a little dust.
Everyone is familiar with the traditional or standard offering: a bottle and 2 glasses inside a large colored cardboard package; complete with plastic window and styrofoam interior. In some cases the ante is upped with a wooden box and even a metal latch. But for the most part, each idea detracts from the value impression the brand has established. Is this a good thing?
Some companies are taking a more creative approach to their holiday packages, however. The 2006 Starpack Awards featured some innovative ideas for both the vodka and premium scotch categories. And other brand managers have made plans for a more enhanced product experience with their holiday packages in 2007.
But for the most part, it will be the same treatment, if only because holiday packaging is seen as a decorative container for product rather than as a fully developed creative concept.
To find out more, read my article on the subject. More to come.