Archive for March, 2011

Constellation Wines US: Packaging in the Age of Design

Las Vegas, NV, March 11, 2011 – FOR IMMEDIATE RELEASE

The age of design is here, says Glenn May, Director of Packaging Technology, Constellation Wines US. The level of competition has grown, and food and beverage manufacturers have to embrace packaging as a key ingredient to a product’s success. A speaker at the marcus evans Food & Beverage Packaging and Innovation Summit 2011 in Las Vegas, Nevada, May 23-25, Glenn May pinpoints what consumers are looking for and discusses packaging in the new age of design.

Consumers are more conscious of prices nowadays. What is the key to packaging success in such an environment?

Glenn May: I believe it is all about value proposition. Consumers are not only looking at price but the value of products. This can mean the product price, design or how innovative it is. These are all meaningful to the consumer to one degree or another. In this economic environment where costs are higher, manufacturers can offset price with forward-thinking designs, use of innovative materials or unique components in the package. If they focus only on being the lowest cost provider of the product, it is not always going to result in them wining the sale.

The age of design is here. Consumers are no longer willing to sacrifice the packaging component of a product. Manufacturers who do not embrace that component will be doing a disservice to the product. Consumers are savvier and the level of competition has grown, thus manufacturers need some leverage to differentiate their products.

How do you inspire customers or touch them on an emotional level? What role does packaging play in influencing their behaviour?

Glenn May: Cost is an important element in capturing or appealing to consumers, but convenience is often an overlooked area. We have all struggled with products that are over packaged and I think that readily translates to consumers who are busy or have ergonomic challenges. Consumers are realizing that products do not necessarily have to be packaged as in the past.

The packaging of our wine, which is simply a 100 per cent recyclable tray that bottles fit snugly into with no partitions or excess packaging, has been very well received. There is also no packaging that people need to remove and dispose of at home. This may be a simple example, but one that makes a lot of sense. These are all part of the value chain of a product. We are trying to provide a little more value to the consumer and in this case that value means less is more.

What emerging technologies in food and beverage packaging are worth looking at?

Glenn May: There are some good tools for monitoring efficiency on the manufacturing and production line. Sometimes we focus on the materials utilized, but energy usage and loss of material can be a very substantial driver of cost and loss of margin.

Extending the shelf life of products is another key area. Wine manufacturers can use higher barrier films, bag-in-box packaging and different cork materials which can extend the shelf life of wine.

Any final thoughts?

Glenn May: We are starting to come out of a tough economic situation and it is easy to stay stuck in the mentality of that era. It is also very easy to continue to look into our industry for new packaging ideas and solutions, but some of the best ideas are the ones we have borrowed from other industries.

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About the Food & Beverage Packaging and Innovation Summit 2011

This unique forum will take place at the Red Rock Casino Resort & Spa, Las Vegas, Nevada, May 23-25, 2011. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The summit includes presentations on sustainable packaging, the costs and benefits of innovative design and ensuring product functionality.

For more information please send an email to info@marcusevanscy.com or visit the event website

marcus evans group – food/beverage sector portal

Please note that the summit is a closed business event and the number of participants strictly limited.

About marcus evans Summits

marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings. For more information, please visit www.marcusevans.com 

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