From functional beverages, including high-protein and sugar-free drinks, to craft beer, premium spirits and energy drinks, brand owners have been responding to shifting consumer preferences, intensifying retail competition and growing expectations around packaging performance, efficiency and recyclability across Australia and New Zealand.
Brad Hinds, Chief Executive, Packaging at Opal, said that beverage packaging is no longer a single-purpose function for brands.
“Customers are looking for packaging solutions that protect their product, support efficiency through supply chains, present well at retail and support circular packaging systems. The exciting challenge is how to bring all of those needs together,” said Hinds.
One of the most visible shifts has occurred in-store, where shelf and retail-ready packaging formats have been adopted to streamline how products move from distribution into retail environments.
Rather than unpacking individual units, retailers can place pre-packed shippers directly on shelves, improving replenishment speed and helping maintain product availability in fast-moving beverage categories.
For beverage manufacturers, this shift is less about retail operations and more about commercial performance. It’s about ensuring their products capture shoppers' attention through clever printing that showcases their brand and product attributes.
Another shift playing out is multipack formats, where beverage packaging is increasingly acting as a core brand asset rather than just a functional bundle. Across beverage categories, brands have moved away from plastic-based multipack packaging, such as shrink wrap, toward cardboard carton alternatives that offer greater flexibility in structure, branding, and retail impact.
“The combination of print quality, product engineering and finish has an impact on how a product stands out and performs in-store. We know that consumers increasingly expect brands to incorporate sustainable packaging solutions - the added advantage is that cardboard packaging has a long history of being kerbside recyclable,” said Hinds.
For spirits and high-end beverages, packaging is often the first physical interaction with the product, and the design and finishing details are integral to conveying the product's premium quality.
Hinds added that in this segment, consistency isn’t a preference; it’s a requirement.
“Quality is non-negotiable in premium packaging. Brands expect consistency in colour, structure and finish every time, because packaging is a direct reflection of the product itself.”
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