Tapping into new target groups and trends

New gift packaging 2025/26

The drinks retail sector, and wine retail in particular, is in the midst of change. Like in so many other areas, individuality, flexibility, sustainability and eco-friendly production are all becoming ever more important. This evolution no longer just involves the product itself, but also how it’s presented and packaged.

Karl Knauer, one of Germany’s leading suppliers of gift packaging, is responding to these trends and developments head-on with its latest packaging innovations, delivering sophisticated solutions for the 2025 Christmas season.
“Our new packaging solutions are a perfect example of how current consumer trends can be creatively incorporated and translated into marketable packaging ideas. We want to inspire retailers with innovative designs, customisable products and digital services,” explains Lara Armbruster, Key Account Manager at Karl Knauer.

Trend 1: Customisation

Sleeves – one box, multiple looks
The choice of wines on offer has never been greater: whether classic, non-alcoholic, vegan or biodynamic, there’s something for everyone. Such diversity calls for a flexible, adaptable packaging solution.

And that’s where the new sleeves from Karl Knauer come into play. With little effort, they transform neutral wine gift boxes into stylish packaging that is perfectly tailored to target groups, occasions and product lines. Whether festively embossed, with custom lettering or a seasonal design, the sleeve quickly turns standard packaging into something truly special.

Trend 2: Sustainability & storytelling 

A natural feel that resonates 

More and more consumers are looking for products that are authentic, high quality and sustainable. Products that have character and can be bought and given as gifts with a clear conscience. This is why limited ranges and special editions that appeal to consumer emotions and have a story to tell are so well received, and not just at Christmas time either. Packaging plays a key role in this respect as it gives an immediate impression of what can be expected. 

For example, the wine gift cartons from the new ‘Beerenzweig’ range (available in 1, 2 or 3-bottle versions), feature a classic, understated berry design that is perfect for a fine organic wine or a non-alcoholic bottle for the festive season, or indeed any other occasion. Karl Knauer’s second new Christmas design is a modern yet classic blend of different shades of red with stylised fir branches and Christmas baubles. Wines with a more sophisticated character look great in these boxes. 
The popular ‘Struktura VITA’ and ‘PURE line’ packaging ranges are timeless and therefore always an excellent choice. Their high-end look makes them the perfect backdrop for quality gloss or matt hot foil embossing, and they can also be customised with unique sleeves. 

Trend 3: Gifts with added value 

Space for ideas

Today’s packaging can and should do more than just look good. More and more customers want their packaging to have added value, meaning that it can be reused rather than simply thrown away. Karl Knauer has managed to achieve exactly this with its practical cube insert for wine gift cartons holding two or three bottles. This insert makes it possible to gift wine bottles together with other little extras, such as chocolates, glasses or vouchers. The result is a customised gift set that surprises and leaves a lasting impression. This is also thanks to the fact that the gift box can be reused as a practical, attractive storage box for odds and ends that accumulate in every home.