SPECIAL REPORT: Packaging Innovations preview

Those working in the drinks industry will find plenty in store at Packaging Innovations and Luxury Packaging London, taking place at the Business Design Centre, September 30–October 1.

Visitors head to this show to be inspired – to spot new ideas, concepts and suppliers. The two-day event will enable buyers to discover new ways to improve the appearance of their products, reduce environmental impact or simply find the next iconic packaging. That’s why it has attracted major brands such as Diageo, Bacardi, Brown-Forman, SABMiller and William Grant & Sons year on year. Plus there is plenty of show floor entertainment with over 175 companies signed up to exhibit, a packed learnShops programme, The Drinks Symposium, Lions’ Lair and the BIG Packaging Debate.

Show features

Two new show features for 2014. Firstly the Drinks Symposium in the morning of the second day of the show where a panel of speakers will outline case studies on how original thinking and creative packaging design can create a strong brand identity and build desirability. 

The speakers include Felicity Murray editor of The Drinks Report; Daniel Szor, owner of the newly opened Cotswolds Distillery, which has just commenced production of an ultra-premium gin and a small batch single malt, and his brand and packaging designer Craig Mackinley, founder of Breeze Creative; Stephen Marshall, Bacardi global marketing director for single malts, with Ivan Bell, group managing director of packaging design and branding consultancy Stranger and Stranger, talking about their complex packaging and brand development project for a portfolio of Scotch whiskies; and Sharon Crayton of Ardagh Glass who will talk about Absolut vodka’s unique bottle designs and the logistics of executing these creative ideas.

Secondly, the Luxury Packaging Conference, sponsored by Raison Pure NYC, boasting senior representatives from Karl Lagerfeld, Diageo, Harrods, Procter & Gamble (Prestige Brands) and Hotel Chocolat. They will be exploring the vital role packaging has to play in positioning and promoting luxury and prestige brands. 

The BIG Packaging Debate will see a panel of packaging professionals debate the controversial topic ‘Is legislation stopping you innovate?’ This interactive session will take place on day one of the show. The popular Lions' Lair competition is back with new technologies, innovations and concepts being pitched to an expert panel in a bid to be found 'best in show'. The Packaging Consultancy Clinic will also return, offering one-to-one personalised advice on any aspect of packaging. Plus there are free-to-attend learnShops with speakers from Mamas & Papas, Marks and Spencer, Tesco, Taylors of Harrogate, Kimberly-Clark and Kingfisher Group, who will discuss topics spanning the entire industry.

Exhibitors

Returning exhibitor Leo Luxe will be showcasing its ever expanding range of luxury rigid boxes. This includes its Premier Rigid Box, case wrapped on the outside, with a heat sealed poly-bag lining on the inside. The Eclipse and Imperial ranges will also be on show, both designed for alcoholic beverages, using Leo Luxe’s Haptic Magic technology, which allows sounds and lights to be incorporated, when touched or opened.

The company will also exhibit some exciting new additions to its setup and rigid box concepts, as well as some stunning new paper finishing techniques, such as florescent flocking and innovative secondary processes. For example, Super Deep Embossing produces striking emboss designs up to 2cm in height, ideal for creating ‘stand-out’ special logos and graphic elements on luxury packaging.

Also for increased shelf appeal, Leo Luxe is introducing a new metallic shimmer effect capability, which can be applied over embossed areas. Available in gold, copper and silver, this new product provides additional opportunities to differentiate a product and further increase its luxury feel.

Visitors will see retail-ready folding rigid and setup boxes in shipping cartons ready for bottling lines. This results in a combination of benefits, such as reduced shipping space, reduced costs and storage, and minimal operator time, or automatic filling - all increasing a product’s speed to market.

Cuan O'Callaghan, Leo Luxe, says, “All our products are designed with a high degree of versatility, so that we can work with customers on an individual basis and create customised and truly unique, eye-catching packages for luxury consumers. But we don’t stop there. In our partnership based approach to customer service, we go beyond simple packaging production, and offer a tailored post-production service including logistics, shipping, warehouse storage and re-stocking.

A dedicated area of the Pollard Boxes stand at this year’s Packaging Innovations Show in London will feature the company’s extensive capabilities in the creation of innovative luxury packaging solutions. In particular, the company will be unveiling its latest state-of-the-art technologies for drinks packaging, including a variety of stunning materials and innovative decoration techniques that help to create a quality image and effective on-shelf differentiation in crowded markets.

Pollard is the only UK-owned company with the ability to machine manufacture presentation boxes up to 330mm deep instead of the standard 210mm.  This offers brand owners additional design flexibility which can be enhanced through the use of a wide variety of specialist materials.  These include a natural finish rayon cloth with a sparkle effect, and a unique paper with a soft velvet finish that is highly resistant to rubbing and finger marking.

Brand image and identity can be further strengthened by an extensive choice of high impact decoration options such as film lamination, embossing, screen printing, UV varnish and hot foil stamping, all produced in-house.

Also exhibiting is bottle supplier Croxons with a new, extended range of ultra-premium spirit bottles, and Parkside Flexibles with a new a protective packaging concept called Rockpockets that offers an extremely lightweight pack for the transport of breakable items in a compact format by using a vacuum process. Plus, first time exhibitor Airpack Systems says it is set to wow the beverage industry with a 100% recyclable inflatable transit packaging solution.

Massilly UK will be introducing its latest metal canister range, a perfect packaging solution for a magnum sized bottle coupled with unique and bespoke artworks. And international exhibitor Dapy Paris whose extensive packaging ranges have been used by many of the world’s most prestigious brands, such as Belvedere Vodka, Moet & Chandon, Johnnie Walker, Hennessy, Glenmorangie, G.H Mumm and Verve Clicquot, will be showcasing its newest creations. 

To register for a free place at the exhibition click here. 

21 August 2014 - Felicity Murray The Drinks Report, editor