Look beyond the label

18 January 2016



Look beyond the label


Look beyond the label

For Pernod Ricard, packaging innovation in technology and design is directly linked to its environmentally-friendly philosophy, and the trend towards packaging 'premiumisation' in the wine and spirits sector goes hand in hand with this. The development of new technologies is also involved in fighting counterfeiting and enhancing consumer experience - two topics that are particularly dear to Pernod Ricard. Bruno Guillemat, head of research and development, packaging department, tells us more.


Packaging development in the wine and spirits sector currently lies in the 'premiumisation' of packs and considerations for environmental requirements (such as recyclability, choice of materials and reducing carbon footprints). Sustainable development therefore represents a constraint on innovation and, at the same time, new opportunities. Pernod Ricard has consequently started thinking about how to combine luxury and sustainable development: a true challenge - and a source of inspiration - for tomorrow's packaging world.


Premiumise glass - and protect the planet


In Pernod Ricard's key markets, "glass remains the material of reference, conveying quality, preservation and purity," says Bruno Guillemat, head of research and development, packaging department. "Studies are regularly conducted to reduce the weight of bottles, while process developments make it easier to address the distribution of materials, monitor thickness profiles and work on design in order to 'premiumise' glass." Glass isn't the only option, however; Pernod Ricard may use alternative materials for new markets and products, like flexible, portable pouches for Malibu.


"In secondary packaging, the environmentally friendly approach is even more important," Guillemat adds. Companies must innovate to increase product visibility in store displays while addressing environmental aspects, and Pernod Ricard focuses in particular on gift boxes and limited edition products. "The main goal is to avoid combining incompatible materials and excessively complex packaging, and instead favour recyclability."


The enhanced consumer experience


Amid these goals in environmentalism and premiumisation, packaging must follow changes in consumer habits and remain user-friendly. "A bottle is more than simply a bottle," says Guillemat: "it must incorporate additional functions and services to become part of the consumer experience - to help the brand connect and interact with consumers."
Facilitating the handling and pouring of the product may mean changing the cap or customising the product depending on the consumer's tastes. Companies should also offer new ways to consume and prepare products in their packaging.


The Pernod Ricard Research Center is working towards exactly that. It monitors and shares ideas to identify technological opportunities and solutions; provides technical support to subsidiaries to speed up the innovation process; and sets up transversal project teams to acquire new knowledge. These three tasks allow Pernod Ricard to identify opportunities in packaging developments to respond to key trends and market demands. "Packaging is part of the product," Guillemat impresses. "Packaging innovation can only be achieved in combination with product innovation."


These innovations and constraints have an impact on production chains. Suppliers' materials have to be developed or integrated with new equipment used in other areas of application. As premium bottles have more fragile and sophisticated gift packs, further precautions must be taken on the lines. Alternatives to glass and other solutions also require specific packaging lines. Pernod Ricard's complex new capping solutions, for example, require modification of the tools used to position the new caps.


Faced with the increased complexity of packaging, tomorrow's machines will have to be more flexible. Glass containers have very specific designs, comprising forms that are no longer necessarily cylindrical, variable formats and caps that may differ depending on the country (to address counterfeiting, in particular).


Fight the fakes


Brands have to be protected, especially in sensitive markets. Pernod Ricard has set up a structure to fight against counterfeits, with which the Research Center is involved at a technical level. In particular, it is working on a tamper-evident capping system. The company also uses new technologies for more secure capping, making its caps difficult to copy and non-reusable: they act as locks. It is also working on the inclusion of identification and authentication technologies in packaging.


"In our packaging," says Guillemat, "coding and marking is incorporated in the cap, label and bottle. QR Codes may be of interest in facilitating interaction with consumers, involving them directly in the checking of products. Vision and robotics also take part in quality control and the assembly of complex parts for premium packaging."


Functional packaging


"Packaging needs to be better able to communicate, adapt to - and protect the product from - its environment, give information and interact with consumers," Guillemat concludes. "Printed electronics and miniaturised energy could bring new functions or services to packaging that can enhance consumer experience and interactivity with brands."


With such technologies, companies could offer consumers advice on the preservation and consumption of products, facilitate use of the product, suggest recipes, or give more information on the brand itself. The label can extend beyond physical restrictions with mobile and digital applications, QR Codes, or other new technologies. The possibilities are constantly expanding, and it is clear to Pernod Ricard that in order to succeed in the changing market, industry players must keep up.



Privacy Policy
We have updated our privacy policy. In the latest update it explains what cookies are and how we use them on our site. To learn more about cookies and their benefits, please view our privacy policy. Please be aware that parts of this site will not function correctly if you disable cookies. By continuing to use this site, you consent to our use of cookies in accordance with our privacy policy unless you have disabled them.