[China Packaging Network News] In recent years, with the continuous advancement of technology, wine production—from brewing to packaging—has achieved digital control and automation. Alongside the growing integration of e-commerce systems in the wine industry, the adoption of these new technologies is not just a trend but an inevitable evolution. This shift is paving the way for truly personalized custom wines to reach millions of households across the globe.
What are the opportunities for personalized wine packaging?
1. Personalization and diversified consumption become mainstream
Today’s main consumers of customized wines are the younger generations—those born after the 80s and 90s who belong to the SoLoMoPe group (Social, Local, Mobile, and Personalized). These consumers are the largest market segment, with behaviors that emphasize social interaction, local relevance, mobility, and personalization. This means that alcoholic beverage brands must adapt by offering tailored experiences across social media, full sales channels, and throughout the consumer journey. Personalized demand is evident in three key areas:
(1) All-round interaction requires a sense of participation. Personalized wine packaging allows consumers to see their logos, photos, or messages printed on physical products, making them feel more connected to the brand.
(2) Circle culture should have a sense of belonging. The internet can quickly bring together like-minded individuals. Within these communities, specific tastes and needs emerge. Personalized wine packaging can symbolize this identity, serve as a gift, and even build a unique culture. For instance, some universities or companies create their own branded wines.
(3) Shareable, interesting, and trending. Take Jiang Xiaobai, for example. Their bottles feature catchy labels that consumers can easily share on WeChat, Weibo, or other platforms, turning each bottle into a social media post.
2. Great changes brought by the Internet
The internet has transformed the way people think, live, and do business. It enables direct connections between users and products, breaking traditional distribution models. Brewmaster, for example, was one of the first to connect wineries directly with consumers, bypassing local distributors.
The internet also allows businesses to gather and respond to user needs rapidly. In the commercial value chain, the closer you are to the end user, the more value you create. This is why brands like Jiang Xiaobai use online platforms to attract fans and build loyalty. As a result, their marketing naturally aligns with the preferences of the new generation.
When new consumer habits meet the internet, the true C2B model emerges, leading us into an era of individuality. The wine industry will be at the forefront of this change, and personalized wine packaging is set to become the next big market opportunity.
What are the challenges of personalized wine packaging?
The biggest challenge lies in balancing personalized customization with industrial efficiency. Additionally, building an effective online marketing system that supports such personalization is crucial.
To succeed, personalized wine packaging must have three key features: low minimum order quantity (even a single bottle can be customized), reasonable cost (not significantly higher than bulk packaging), and fast delivery (within 5 days). These requirements demand high levels of automation, flexible production, and efficient order management.
While these demands are high, recent improvements in digital printing solutions have made the process much more feasible. The HP Indigo 30000 digital press is now widely used for personalized wine packaging. Combined with automated die-cutting, hot stamping machines, and intelligent labeling systems, it ensures seamless integration from printing to final packaging.
A smart, personalized wine packaging system typically covers 300–500 square meters and can be operated by 5–10 staff members. With full-process barcode and JDF control, it can handle orders ranging from one to tens of thousands of boxes, with minimal waste and maximum flexibility.
As for the development of an online marketing platform, it requires a tailored approach based on different wine brands. DIY systems and automatic barcode generation tools are already well-established on both desktop and mobile devices, enabling a fully integrated marketing solution.
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