Brasil Pack Trends 2020

BrasilPackTrends2020 111 aesthetics and identity character. These demands or factors of influence on the market have created the term premiumization , which relates to the new consumer needs – “Accessible luxury”. The premium product will differ the consumer from his peers, the reason why it is so attractive (HILL, 2010). Premiumization is not only focused on luxury brand categories, but also on lower priced products. This has been named “accessible premium”, satisfying consumer demand for a quality and innovative product, without needing to spend a fortune. To transmit a sensation of purity, the transparency of the glass package is often combined with attractive and exotic and, in some cases, luxury shapes to maximize the premium quality and sophistication of certain products, exploiting the prestige and authenticity of the brand. Products sold in glass containers with a trend of offering luxury and sophistication are often from the alcoholic beverages section. Some vodka packages illustrate this sophistication perfectly. In 2011, the company Indústrias Reunidas de Bebidas Tatuzinho, owner of the Velho Barreiro brand, bet on this trend and developed the bottle for its product Diamond, coated in a woven mesh of silver and gold studded with 211 gems and a 0,7 carat diamond encrusted in the centre. These are limited edition packages – only 60 units, and reinforce the product’s identity. The luxury version of this product costs R$ 212 thousand (approx. US$100 thousand) and even before release, two units were already reserved for Brazilian businessmen. With the launch, the company was hoping to call attention to Brazilian cachaça and value the product as a premium drink, able to compete with best distilled drinks of the world, increase export value and enter the Velho Barreiro brand in the history of Cachaça (ROSA, 2012) (Figure 5.1). Table 5.1 Aesthetics and Identity – unfoldings and contributions of the package Featured trends Package Contributions Premiumization packages that transmit sophistication, luxury, premium quality, prestiges for the masses: masstige. Packaging renovation multisensory packaging design; diferentiation, aesthetic effects, color and material extravagance, high quality printing. Pleasure experience invite to indulgence, to guiltless pleasures; packages that promote new sensations and emotions, escape the norm. Life-style packaging packages that can be associated with a healthy lifestyle and well-being; which evoke trust and security; apparent naturalness, retro image. Personal identification idols consumption; be our guest; limited edition packages.