50 years of gift packaging: New ideas for special occasions

Between Tradition and Trend

What began in the 1970s with classic wine gift boxes has grown into a versatile range of gift packaging for wine, gourmet products and many other industries. To mark its anniversary year, the company is expanding its portfolio with two new products that meet today's demands for design, functionality and sustainability while adding fresh inspiration for special occasions.

Growing with the market

Gift packaging has changed significantly over the past decades. While protection and attractive presentation were once the primary focus, today customers also expect sustainable materials, suitability for shipping and options for individual customisation. At the same time, packaging is expected to convey premium quality and enhance the gift value of a product.

"The way people give gifts has changed. When presenting a gift, people often want to do more than simply package a product – they want to express appreciation and make the recipient feel valued. That's why gift packaging today has to offer much more than it did in the past, from premium presentation to thoughtfully designed features such as space for gift vouchers or personal messages," says Lara Armbruster, Key Account Manager Gift Packaging at Karl Knauer.

New designs, new possibilities

Packaging with a natural look and harmoniously coordinated colour schemes reflects current design trends. The new Vinea wine gift box draws on a classic wine motif and features a stylised vineyard landscape in a watercolour style. Produced using high-quality offset printing on natural PURE line board, it combines the natural look and feel of the material with the design, enhancing the authentic appearance of the packaging. Inserts and the inside of the box in natural brown complement the overall design and create a harmonious overall impression. Combined with the matching outer carton, Vinea is also suitable for shipping and expands the range of applications for retailers, wineries and direct marketers.

At the same time, Karl Knauer is expanding its portfolio with an entirely new product category: the "Von Herzen" neck hanger. Attached directly to the bottle neck, the packaging solution features an integrated compartment on the reverse for banknotes or gift cards, while the front offers space for a personal dedication. This transforms a single bottle into a thoughtful, personalised gift with minimal effort.

Finding the right packaging quickly

Even after 50 years, the range continues to grow – from timeless classics to new packaging ideas for special occasions. Karl Knauer's online product finder makes selecting the right solution quick and easy. It provides a clear overview of stock gift packaging and an intuitive search by occasion, format or design. This enables retailers, wineries and companies to find the right packaging in just a few clicks, with many products available at short notice.