Meeting the market for multi-packs. (beverage multi-packaging)

Andrew Hazlehurst looks at the requirements placed on packaging suppliers by the increasing use of multi-packs to promote sales in the drinks industry.

TODAY CANS and bottles of all sizes and types of beer, cider, and soft drinks grouped into fours, sixes, eights, twelves, or even 24s within a board sleeve are a common sight on the shelves of supermarkets and off-licenses. Known as multi-packaging, this system is increasingly popular among manufacturers, retailers, and consumers.

Advanced printing techniques enable the board sleeves to be printed with high-quality graphics that attract the attention of the consumer, accentuate brand identity and add value to the pack. The increased surface area on the pack available for graphics also gives more scope for on-pack promotions in what is a highly-competitive, marketing-led industry. …