Can you combine alcohol beverage packaging and digital technology?
business product development product design design creativity innovation packaging
top 10
32 months ago
Small pic wine

The increasing prevalence of new digital technologies is making it possible for brands and companies to engage with customers in ways that were unheard of in the past. Because so many people have “smart” devices, even something like a product's packaging can be used to foster interactions and engagement with potential customers. These interactions can occur while the consumer is shopping for the beverage, during the beverage’s purchase, and/or during its consumption.

One area of exploration is how interactive technologies could be used in wine, beer, or spirit packaging. These interactive packaging components can include the closures (screw caps, corks, or other items), the labels, and the containers (glass bottles, plastic bottles, bag-in-box, kegs, and other items). A number of active packaging examples already exist in the beverage industry, made by companies like Thin Film Electronics ASA, MetalCraft, and T+Ink.


What are some unique ways that interactive technologies might be used in alcohol beverage packaging for encouraging engagement between the consumer and beverage manufacturer? For your solution, answer the following questions in detail:

  1. How would you incorporate digital technology into the packaging? How would this engage customers with the product?
  2. What might a smart device add look like for your idea? How would it be inviting to consumers? What type of information could it supply the winery, brewery, or distillery? How will this information help the producer better understand the needs of the consumer?
  3. List the steps a consumer would take from first seeing the smart packaging to then engaging with the digital technology? Consider pre-purchase, during purchase, and post purchase steps. The post purchase engagement should include opening the package and consuming the product. What moments would exist that the producer might have to interact with the consumer?
  4. Attach a concept of the interactive packaging idea as a sketch or mockup. Illustrate the package's appearance, functionality, and how the consumer interacts with the packaging.

CRITERIA: These solutions can be geared towards current consumers or consumers of the future. For examples of potential ideas, see the attached images.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Additional Materials:
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$150.00 Square pic 60 matthew gaiser calgary bow headshot  1 Queen's University
$150.00 Square pic 60 11130154 1004852249534220 2727675174053426496 n University of South Florida
$150.00 P University of Michigan
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$150.00 Square pic 60 530061 277240235710887 1190975017 n St. John's University
$50.00 Square pic 60 black University of California, Merced
$50.00 Square pic 60 img 5351 University of Vermont
$50.00 Square pic 60 bird average bird lifespans thinkstock 155253666 McMaster University
$50.00 J University of Hawaii
$50.00 Square pic 60 red dress Bentley University
Submission questions
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