The 2025 edition of VS Pack, held in Cognac from 2 to 4 December, highlighted the increasingly decisive role of luxury packaging in the world of wines and spirits, a sector in which the outer packaging becomes an integral part of the product’s identity, a narrative element that tells the story and values of the brand, a distinctive sign that immediately affects the consumer’s perception at the moment of purchase.
In this context, sustainability has taken on a decisive weight, with a widespread use of high rigidity single-material cartons and recycled fibres, a choice that not only responds to new environmental sensitivities but also redefines the aesthetics of luxury, increasingly oriented towards natural surfaces, material textures and essential shades, a visual language that combines refinement and responsibility.
At the same time, decorative research has shown an important evolution, with cases that become expressive objects thanks to velvety matt finishes, three-dimensional reliefs, subtle metallisation and tactile details that amplify the sensation of quality, an approach that transforms many packages into keepsake pieces, especially in limited editions where the packaging makes a decisive contribution to the perceived value.
Alongside aesthetics, digitisation has been affirmed, with the integration of NFC tags and dynamic codes that allow access to exclusive content, traceability information, authenticity checks and dedicated narrative paths, a solution that extends brand communication beyond the moment of purchase and makes the box a tool for direct relations with the consumer.
Lastly, great attention has been paid to shapes and opening systems, with boxes featuring unusual geometries, discreet magnetic closures and mechanisms designed to create an emotional ritual, an unboxing experience that accompanies the discovery of the bottle and amplifies its prestige, a trend that confirms that luxury packaging is now a strategic strong point for brands in the sector.
