Introduction: The wine industry has long embraced the concept of "customization," from the production process to packaging. However, traditional customization still involves a certain level of standardization. With recent technological advancements, digital production and control have made it possible to personalize wines—from brewing to packaging.
What are the opportunities for personalized wine packaging?
1. Personalization and diverse consumption have become the norm. The current target consumers for customized wines are the new generation of SoLoMoPe (Social, Local, Mobile, and Personalized) individuals—those born in the 80s and 90s. These consumers are highly social, local, mobile, and value personalization. This means that alcohol brands must tailor their marketing strategies to meet consumer needs across social media, all sales channels, and throughout their daily lives. Personalized demand is reflected in three key areas:
(1) Full engagement requires a sense of participation. Personalized wine packaging allows consumers to see their logos, photos, or messages on physical products, creating a more meaningful experience.
(2) A sense of belonging within specific communities. The internet can quickly bring together like-minded people, and those in a particular circle often share similar tastes. Personalized wine packaging can represent this identity, serve as a gift, and even create a culture. For example, some universities or companies produce their own branded wines.
(3) Shareable, fun, and timely content. Jiang Xiaobai, for instance, prints unique messages on its bottle labels, allowing users to easily share these moments on platforms like WeChat or Weibo.
2. The Internet has brought major changes. It has transformed not only how people think and live but also how businesses operate by directly connecting users to products. Brewmaster was among the first to break the traditional distribution model, linking wineries directly with consumers.
The internet also enables businesses to quickly understand and respond to user needs, creating a fan effect. The closer a business is to the end-user, the more valuable it becomes, and the easier it is to control the supply chain. For example, Jiang Xiaobai uses online channels to build a loyal customer base, aligning its marketing with the lifestyle of the new generation.
When new consumer habits meet the internet, a true C2B (Consumer-to-Business) model emerges, leading to an era of individuality. In this scenario, the wine industry will be at the forefront, with personalized packaging becoming the next big trend in the market.
What are the challenges of personalized wine packaging?
The biggest challenge lies in balancing personalized customization with mass production, as well as building an effective online marketing system.
Personalized wine packaging must meet three main requirements: low order thresholds (even one or two bottles can be customized), cost efficiency (production costs should not be significantly higher than regular packaging), and fast delivery (within five days). These demands require high levels of automation, flexible production, and efficient order management.
While these requirements are high, recent improvements in digital printing technologies have made the production process much more feasible. The HP Indigo 30000 digital printer is commonly used for personalized wine packaging. Combined with automatic die-cutting machines, Gaudi digital printing systems, and Kama smart sticker platforms, the entire process—from printing to post-processing—is streamlined.
An intelligent personalized wine packaging system typically occupies 300 to 500 square meters and can be managed by 5 to 10 people. It supports full-process barcode and JDF control, ensuring high flexibility and zero waste, capable of handling orders ranging from just one to tens of thousands of wine boxes.
As for building an internet-based personalized marketing system, it needs to be tailored for different wine brands. DIY systems and barcode generation tools are already well-developed on both computers and mobile devices, requiring only integration into the overall marketing platform.
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Suzhou Herstar Medical Technology Co., Ltd. , https://www.hosunherstar.com