The craft spirits sector is more competitive than ever. It’s fair to say that the spirits shelf has never been better looking, well designed or as complex as it is today. And with an increasing number of brands vying for attention, standing out is a major hurdle on the path to success.
Packaging plays a key role in creating differentiation. It conveys a brand’s identity, quality, and premium positioning from the very first glance.
Let’s face it – you’ve got to get it right if you want half-a-chance of making that initial sale.
Namely, because consumers today are drawn to products that tell a story – not just through branding and marketing, but through the materials, design, and the tactile experience of the bottle itself.
Every element, from the closure to the embellishments, contributes to how a brand is perceived and remembered. So how can a spirits brand do this well? What do they need to understand?
One area is understanding why closures matter, as well as the latest industry trends (and innovations) impacting this area of design.
To do so, we caught up with Mino Russo, the UK & EU Agent for Apholos, a specialist in metal closures and embellishments, who understands this challenge and who works with brands to ensure their packaging makes an impact.
The evolution of closures & metal detailing
Historically, closures were a functional necessity, often overlooked in brand development. As designs have refined, so too has the role of the stopper. Today, they’re a significant design element that influences consumer perception, but while brands may be aware of that, it remains an area where more understanding is required.
“There’s still lack of awareness of what’s available in metal. You still get high-value liquids out there opting for a generic wooden stopper. So they treat the closure as an afterthought, when they could have something absolutely stunning that’s not only amazing on shelf, but also increases the chance of acquisition.“
The reason for the increased chance of being put in basket is simple. It is because there is a need to communicate brand cues and premium value in ways that goes beyond just graphics or words.
Material choices play a significant role in conveying quality, sophistication, and uniqueness. Heavy, cool-to-the-touch metal closures or an intricately embossed embellishment sends a message that goes beyond visual appeal; it reinforces the overall perception of luxury and craftsmanship.
“A well-crafted closure creates an expectation, it elevates the bottle before the consumer even tastes the liquid inside” Russo explains. That in turn, helps convert sales.
Inside Apholos –
Apholos are a third generation family business that operates as a vertical manufacturer in Buenos Aires, allowing them to control production quality entirely in-house. This ensures both consistency and innovation in their closures and embellishments.
“We work with the best glass companies, and they like working with us because we get it, and not just from a technical perspective. Our engineering team is world-class, understanding bottles as well as closures and labelling.”
They also emphasise a collaborative approach that marries pragmatism with exploring how to push a boundary. After all, when all is said and done, it needs to actually work as a closure, or as a label.
Russo expands on this and their advantage;“Being close to the production floor means we can solve problems in real-time. Luciana Vieira, our technical director, is a trained product designer as well as our creative director. If someone comes to her with a challenge, she can instantly offer qualified advice and show how we can improve their vision.”
The power of touch: Why metal closures matter
One of the key advantages of metal closures is the tactile experience they bring. The weight, texture, and how it feels in the consumer’s hand all play a role.
“We’re tactile creatures” says Russo. “Metal closures feel heavier, cooler to the touch, and create an instant impression of quality. Particularly in Asia. Without the right closure, an expensive liquid can result in a disappointing experience – something doesn’t add up if the stopper is plastic or lightweight.”
Beyond feel, closures impact visual perception too:
“At the point of purchase, where the brand story isn’t known, you have ten seconds to make a snap judgment. Detailing – whether a stopper or a small embellishment, pushes a consumer from consideration to acquisition.”
And it goes beyond that initial purchase. A bottle is not just something a consumer buys and forgets; it’s something they interact with repeatedly over time.
“Closures aren’t just about keeping liquid in—they contribute to the entire sensory experience of the product” says Russo.
Every time a bottle is handled, opened, or poured from, the quality of the closure and how tactile and enjoyable that bottle is to handle reinforces the perception of the brand.
And it’s worth remembering – people interact with a bottle hundreds of times during their ownership of it. Especially the higher value offerings where they are not likely to serve extra large pours. So, there is a big opportunity to enhance each occasion. Moreover, it is possible to influence perception over time, long after the purchase is behind them. This in turn, helps with the likelihood of a second purchase, or at least, to maintain a stronger sense of brand advocacy.
Beyond aesthetic: Closures as a brand & market strategy
There’s something to be said about the larger role closures play beyond decoration. They can communicate brand hierarchy and quality cues.
For example, most ranges will have some form of escalator to their pricing structure. How to re-enforce that can be a challenge when the design, label work and positioning is all set in order to allow for some range uniformity. Russo points out that“using different metal finishes can help separate ranges within a brand. For example, like bronze, silver, and gold. It visually signifies which bottle sits at the top of the hierarchy.”
The idea of value (actual and perceived), also plays into gifting culture and purchase phycology.
Russo states that in his experience “If two bottles are side by side, and one has a luxurious metal closure while the other doesn’t, people will pick the one that ‘feels’ premium – it’s a subconscious signifier of value.“
So if you’re route to market strategy and the emotional purchase trigger you are leaning on is based around the idea of gifting, or treating oneself, the detail works involved in the likes of a closure can be the difference between a bottle that gets picked up and one that gets overlooked.
Common missteps when designing closures
Many brands overlook technical considerations when designing closures. That’s true whether they are metal closures or just custom designed. A lot of that can be designed out on paper, but nothing replaces real world trials. For example, Apholos ensures a seamless fit by thoroughly testing against bottle tolerances.
“We don’t just rely on technical drawings. We require actual bottles sent to us so we can ensure the closure fits perfectly.” According to Russo , the reason is simple –“Tolerances can be a challenge, especially with off-the-shelf glass options.”
Another common mistake? Assuming a closure will work across different production scales.
“At small scales, hand-closing is fine. But when brands scale up, automation challenges arise—metal closures need to withstand some form of higher-speed application.”
For metal labels, it may involve creating jigs to help achieve an acceptable level of automation and consistent application. Meanwhile, for metal closures, it’s about ensuring durability while preventing scratches or dents. “A beautiful stopper that doesn’t function properly is a costly mistake. It needs to work as well as it looks.”
Beyond the stopper itself, there are other elements that need to be considered.
The type of adhesive used for metal labels must be suitable for different bottle materials and ensure longevity, avoiding peeling or detachment over time. Similarly, the fit of the closure to the bottle must be tested across different environmental conditions to prevent issues with vacuity (expansion, contraction inside the bottle neck), or poor sealing.
The cork composite in stoppers is another key factor. Using the wrong type of combination (whether natural, synthetic, or micro-agglomerated) can affect how the stopper interacts with the liquid, leading to seepage or degradation over time.
These are details that often go unnoticed until they become a significant problem, reinforcing the need for expert guidance at design phase.
And as Russo told us,“Every detail matters, from the stopper’s seal integrity to the way a metal label adheres to the glass. Overlooking these finer points can make or break the final product.”
Trends in Spirits packaging & metal closures
The spirits industry is constantly evolving, and packaging trends are shifting to meet new consumer expectations. Apholos are experiencing these shifts first-hand, seeing an increasing demand for closures that not only enhance aesthetics but also serve as a competitive advantage. So what is on the horizon?
One of the most noticeable changes is the increased use of metal GPI closures in whisky. Historically reserved for white spirits, whisky brands are now adopting GPI caps to enhance the sense of luxury and quality associated with their bottles.
This move signals a broader trend where closures are no longer just about function but play an essential role in branding and product differentiation. Indeed GPI caps add weight and luxury, making a bottle feel worth its premium price.
Another significant shift is the pressure to remove secondary packaging due to sustainability concerns. Retailers and consumers alike are pushing for more eco-friendly options, leading many brands to reconsider how their bottles stand out without the added support of outer boxes. Without secondary packaging, closures and labels take on a more significant role in establishing a product’s premium status.
The rise of embellished stoppers as an alternative to bespoke bottles is also a notable trend.
For many brands, creating a custom glass mould can be prohibitively expensive and time-consuming. Instead, they are opting for intricately designed stoppers and closures that provide instant recognition and differentiation on shelves. These closures offer a cost-effective way to create a signature look while maintaining a strong visual identity.
“A beautifully designed stopper can achieve the same level of uniqueness as a bespoke glass bottle but with a fraction of the cost and lead time. Many brands are using closures to add personality and distinction without needing a full redesign.”
Sustainability & ESG considerations
Given the importance of the topic – one must ask how sustainable an “enhanced” closure really is.
The idea of metal closures and detailing can seem paradoxical to industry ESG and sustainability efforts, as metal production is often associated with high environmental costs. Clearly there is going to be a compromise.
However, Apholos demonstrates that the impact is not as costly as one might initially assume. And as always with sustainability, it’s more complicated too.
When brands say metal labels, closures and details, what they are talking about is zamak. If you’ve never come across it – Zamak is a durable alloy composed primarily of zinc, with traces of aluminium, magnesium, and copper, making it an excellent choice for intricate detailing and long-lasting closures.
What sets Apholos apart is their ability to use 100% recycled zamak, a result of their roots in the fashion industry where metal embellishments, buttons, and rivets have long been part of their production.
“20 years ago, we realised we could take metal waste from our fashion business and use it in drinks packaging. That’s now central to our sustainability efforts.”
By repurposing metal waste from their legacy business, they ensure a closed-loop system that minimises the initial environmental impact while maintaining high standards in material quality. They also emphasise reducing water consumption in manufacturing:
“We operate a closed-loop water system with state-of-the-art filtration, reducing water consumption by 90%. Our entire factory now consumes as much water as a small house.”
Their more holistic, people centred ESG principles are also evident too. But while they can reduce waste and resource consumption at the beginning of the supply chain, the real sustainability challenge, as with all packaging, lies at the end of the product’s lifecycle.
What happens to these closures once the end consumer has finished with it? That’s a much harder, and much bigger area to crack and involves many stakeholders across many regions of the world given where these bottles end up.
What distillers should consider when choosing a closure
Through looking into this area what seems obvious is in how you can’t leave it to chance. We completely with Russo is when he states “Don’t treat closures as a luxury or an after-thought. They shape first impressions, influence purchasing decisions, and they can elevate brand perception.”
As for the sustainability of it all; One solution may well be to lean into how caps, closures and trinkets can also have a life of their own and serve secondary purposes.
“Think beyond the bottle—high-quality closures become keepsakes“, says Russo. “Our stoppers are often reused, whether for carafes, collectors’ items, or even repurposed into jewellery or fridge magnets.”
For example, there are coins, pins, magnets and badges that initially served as bottle decoration. They can become part of advocacy programmes in the trade (a la Fernet-Branca coin). Every interaction with the bottle matters, but it doesn’t have to stop there.
Metal closures and detailing are far more than functional – they’re a branding tool, a tactile experience, and a statement of quality. With premiumisation and design differentiation becoming key concerns, brands must think beyond just liquid quality, and this provides an opportunity.
As a supplier, Apholos is helping spirits producers bridge the gap between functionality and design, offering closures that don’t just seal a bottle – they tell a story.
For distillers, investing in thoughtful closures could mean the difference between blending in and standing out. The question then, is what have you done to elevate your bottle and pouring experience to help convey the finely crafted nature of the liquid inside?
