Personalised beverage labelling business Brewtopia was created to offer something different from the cookie cutter designs that dominate packaging.
Inside FMCG chatted to Brewtopia managing director and co-owner Jessica Simes about how she built up her personalised packaging business from the ground up.
Simes talks about customising packaging for Boating Camping Fishing and Stan with its Wolf Creek series. Brewtopia began with creating uniquely designed packaging for beverages and has expanded to other FMCG goods.
Inside FMCG: What were the hurdles in setting up the business?
Building any business is extremely challenging but in our case we were effectively creating a new category of personalised drinks. Making this accessible to the market with minimum order quantities down to a single unit, with a fast turnaround time and achieving a competitive price point relative to standard retail has been challenging. There is a great deal of IP that we have built up over many years of executing orders from a single bottle to a semi-trailer.
Raising awareness for this in the market has been an ongoing process and the most common comment we hear is “I had no idea it was even possible to personalise a 6-pack of beer or access this service in such small quantities”.
Inside FMCG: Why go into personalised packaging for drinks?
The early focus was purely beer, hence the name Brewtopia. Who doesn’t like beer and there was no one personalising it, so it was seen by the original founders to be a good opportunity.
This has since evolved over the years to include water, cider and wine and while there have been followers, we still maintain a very unique product and service proposition. I have spent many years over my career on the beverage packaging side, so for Brewtopia was a natural fit and through my previous roles, I saw a gap in the market to offer personalisation in the drinks space.
The insights have been there for many years with consumers very interested in personalisation.
Inside FMCG: Which designs stand out among the rest?
As a special gift for its platinum customers, Brewtopia worked with Boating Camping Fishing (BCF) to create customised beer labelling and packaging. Each VIP received a 6-pack of BCF labelled beer with rustic wooden branded packing that could be doubled a tackle box.
Another good example of Brewtopia’s work is with Australian streaming company, Stan. They partnered with Brewtopia to reach customers by targeting media outlets with customised branded beer for the highly anticipated launch of its Wolf Creek series.
To raise awareness and drive excitement for the series, the branded and customised beverages and packing were exclusively distributed to 50 media outlets with the aim to encourage social media sharing and media coverage.
Inside FMCG: How do you plan to take the company to the next level?
Uniquely, we are a fully integrated business from e-commerce right through to distribution. Under one roof we can design, print labels, apply labels to your bottles, pack into secondary packaging and then manage all distribution requirements. This means that a brand could come to us and we could have a prototype done in one session.
Inside FMCG: Any plans to expand from drinks to food packaging?
We already produce some short-run digital labels for the food market, although there is no reason why we could not support any category with fulfilment of limited edition, promotions and personalisation initiatives. The processes are in place to do this. It is really a case of having the conversation to discuss the specific requirements and scope but being a small and agile business, we are flexible enough to adapt to most situation.