In today’s competitive beverage market, the packaging has become just as vital as the product inside the package.

With an overall goal to improve and refresh its St. Elder Natural Elderflower Liqueur brand, M.S. Walker is updating its packaging with a dynamic and distinctive new appearance, it says.

Beverage companies innovate their packaging designs to keep up with consumer trends.

Secondary packaging reinforces brands, as well as enhances product visibility in a crowded marketplace.

The machine creates a new paradigm for versioning and customization in digital pre-print for a full range of customer needs, from specialty versions to everyday large runs and beyond.

The revamped design draws inspiration from the luxury expression of the Macallan Rare Cask, modern design cues reflected in the new distillery and consumer feedback around making the whisky ranges easier to navigate, the company says.

To differentiate brands and grab consumers’ attention, package designers are employing art-inspired labels, modern, sleek and simple designs, elegant typography, color and the tactile feel of the product.

In celebration of EFFEN Vodka as the Official Vodka of the Chicago Cubs and Wrigley Field, the brand has released a second iteration of its commemorative bottle for the 2018 MLB season, featuring the Chicago Cubs logo.

Designed for active, on-the-move hydration, the sports cap evolved out of the success of the 700-ml bottle, which sold more than 2 million cases last year.