The Impact of Sizing and Packaging on Market Potential

By Khemngern Tonsakulrungruang, Spirits Editor for AndesWines & Spirits

As the conversation around boosting wine and spirits sales continues, one strategy gaining traction is a shift in packaging sizes. This reflects broader consumer trends, particularly a growing preference for health-conscious consumption and the economic uncertainties influencing today’s purchasing behaviours. A notable development within this context is the increased interest in smaller packaging. Yet, while this approach holds promise, it is far from a universal solution. Effective marketing, sharp branding and audience-specific messaging are all vital to success. Nevertheless, when executed thoughtfully, smaller formats can deliver impressive results in certain markets.

Take Japan’s beer market, for instance. In addition to traditional 500ml and 350ml cans, smaller options such as 250ml and 135ml cater to consumers seeking a light, refreshing drink without committing to a full-sized can. These smaller servings are readily available in convenience stores, making them an ideal choice for a quick sip on the go … perhaps while waiting for a train or before heading home.

Similarly, Swiss wine producers have capitalised on the demand for more portable options. Half bottles and even 75ml formats — often sealed with screw caps rather than corks —have grown in popularity. These lightweight bottles are particularly convenient for outdoor activities like hiking or picnicking. Over the past two years, many Swiss wineries have reported a surge in sales of these smaller formats, further fuelled by the increased consumer desire for flexibility and convenience.

In German-speaking regions of Europe, a trend toward smaller, scalable portions is aligning with eco-conscious consumer behaviour. Wine and spirit shops have begun functioning as refill stations, where customers can purchase precisely the quantities they need from large containers, thereby minimising waste and packaging. This model is gaining popularity in both major cities and smaller towns alike, with an extensive array of spirits available for refill, from whisky and bourbon to rum, gin and Cognac.

Even in the premium spirits market, smaller sizes are making an impact. Miniatures — 5cl bottles, commonly known as ‘nips’ — have transcended their airport-dominant origins and are increasingly available in retail outlets. These small bottles serve a dual purpose: they allow consumers to sample a spirit without committing to a full-sized purchase and are perfect for home cocktail experimentation. Many consumers find smaller bottles fresher than partially used larger ones lingering in their liquor cabinets, making them a go-to choice for quality-conscious drinkers. This trend is a boon for small-batch, craft and artisanal producers, offering an excellent opportunity to build brand loyalty through accessible sampling.

Some high-end spirits brands are further enhancing the customer experience by introducing sophisticated refill stations. These systems, equipped with precise volume regulators and automated controls, allow consumers to refill bottles in-store. In some cases, exclusive small-batch spirits — distinct from regular bottled editions — are offered through these stations. Not only does this model reduce packaging waste, but it also fits seamlessly into cocktail bars, enabling bars to purchase bulk spirits while regulating cocktail volumes with precision.

For small-batch, craft and artisanal spirits producers — or even those in the wine sector — this shift in packaging trends offers new avenues to engage consumers. At AndesWines & Spirits, we understand these market dynamics and can assist your brand in reaching a broader audience through innovative strategies. Whether you’re looking to create your own Tequila or Mezcal brand, source Pisco from Chile for private label production, or indeed to form partnerships as an importer, our team has the expertise to help you thrive internationally.

We also offer tailored trade events, tastings and press management services for brands aiming to enter the UK and EU markets.

To explore how we can support your business goals, please reach out to us at andes@andeswine.com or via WhatsApp at +569 3251 7848.