That 'Moment' of Truth: Building Shelf Appeal in Beverage Packaging

Brand owners understand this, too, and recognize that putting beverages in a secondary wrapper that has handles that aren't finger-friendly, is annoying to use or that fails when wet can ultimately shift the purchase decision—to another brand.

Packaging matters

A recent MeadWestVaco study found that packaging matters a great deal to brands, consumers and retailers alike, and can influence purchase decisions. Second, packaging also influences satisfaction throughout the product lifecycle. That's why the "fridge-pack," which facilitates dispensing of 12-ounce cans in a refrigerator, has been adopted by multiple beverage companies. It makes the product easier to use.