Premiumising spirits with finishing and structural techniques
In premium spirits, secondary packaging designs were traditionally variations on the theme of rectangular cartons. At MM Packaging, we are committed to changing that for the better. Today, regulations and, increasingly, consumers demand a smarter, more tailored approach to structural design. While this comes with challenges, it also presents new opportunities to create a uniquely recognisable physical identity by literally thinking outside the box. This is why we have built a technology portfolio of technical capabilities to unlock new possibilities for creative designs without compromising sustainability targets.
METPET lamination combined with different board grades enables superior stiffness and tactility for premium folding cartons while still being widely recyclable. The MM Diamond Edge® system shows how these ideas can coexist with stunning, high-impact visual design, utilising angled panels and unexpected opening mechanisms to turn a pack into something consumers want to explore while still limiting empty space.
Inside, bespoke inserts can hold bottles and accessories securely while controlling the pace of the reveal. For spirits, this sense of discovery is an important part of the appeal, and it’s a magic that we are committed to helping customers preserve.
This must be considered alongside product protection requirements. Innovations like MM Moulded Pulp leverage our thermoformed wet-moulding technology to create highly customisable solutions. This means packs can offer unusual silhouettes on-shelf while still using a robust and highly recyclable material.
Finishing is the spotlight that helps brands bring these stories into focus. Embossing and debossing add depth. Hot stamping and cold transfer effects catch the light. Carefully selected varnishes create contrast between gloss and matt surfaces, while tactile effects encourage the consumer to slow down and engage with the pack.
The strongest designs combine all of the above techniques with clear intent. A single precise detail can feel more luxurious than decoration applied across every surface in the right context. Each finish should reinforce something distinctive about the spirit, whether that is its provenance, ingredients, craft credentials, or contemporary character.
As part of our collaborations with our customers, we understand these sensory cues should be integrated into the wider structural concept rather than added as an afterthought. The creative opportunity is greater than mere substitution – beyond the bottle, every fold, finish, and closure has something to say.
