What’s behind the ‘artification’ of drinks packaging?
8 Jun 2023
What’s behind the ‘artification’ of drinks packaging?

The high-end spirits segment is full of investment opportunities for discerning drinkers, with super-premium whiskies and vodkas serving as collectibles and artworks in their own right. So, how can brands innovate their packaging to create an altogether elevated drinking experience?

Rod Gillies

Rod Gillies is the head of innovation and incubation at Whyte & Mackay. He has worked in the drinks industry for over 25 years, from running student unions and bars to developing innovations for some of the UK’s biggest brands and drinks companies. Before his position at Whyte & Mackay, he worked as the head of marketing for The Three Stills Company and as innovation development manager at Heineken.

Tom Hearn

Tom Hearn is the business director at the brand and packaging design agency Nude Brand Creation.

Ivan Venkov

Ivan Venkov is a sculptor and designer of high-end and luxury product design. Venkov’s work ranges from graphic design to product, retail, POS and retail, event design, and interior design, with an orientation to high-end and upscale segments. During his career, Venkov has worked for clients and agencies from the US, Australia, Germany, France, Asia (Hong Kong, Shanghai, Singapore), UAE, Jordan, Sweden, and Greece.

Jacopo Mazzeo

Dr. Jacopo Mazzeo is a freelance wine and drinks journalist and consultant.
He regularly contributes to leading trade and consumer publications including Wine Enthusiast, Whisky Magazine, Decanter, Meininger, Club Oenologique, Harper's, Pix Wine, and Good Beer Hunting. He consults on consumer trends and marketing strategy and offers copywriting services to drinks firms and agencies. Jacopo is a former sommelier, he judges international wine, beer, and spirits competitions, and sat twice on the board of directors of the British Guild of Beer Writers. Before he embraced full-time journalism, he studied musicology at the University of Bologna and took a PhD at the University of Southampton.