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The trends for the Christmas trade

Danke Still Gruppe

Gift packaging 2020/21

 

The Christmas trade will, for many business, decide whether the losses caused by the corona pandemic can at least partially be made up for, or whether the situation will continue to threaten their existence. To give the “run on presents” a push, one of the largest suppliers of gift packaging in Germany, Karl Knauer from the Black Forest, has customised its range of folding boxes, wine tote bags, baskets, presentation boxes, decorative items and cardboard displays to the current situation, and presents the new trends for the specialist wine and beverage trade.  

Corona has turned the entire world, including the wine and beverage trade, on its head. At the start of the pandemic there was a massive slump in sales in the catering, wholesale and export sectors, and these are only recovering slowly. Cancellations of major events such as wine festivals and tastings are still having a negative impact. Thankfully, demand from private households and the direct client business has grown, with the result that the loss of revenue is not as dramatic as it has been in other sectors. “We have been working closely with wineries and the beverage trade for decades, so we understand the requirements of not only the suppliers but also the consumers very well. This is why we want to bring extra momentum to the market with our packaging, not just for the Christmas trade, and to achieve a positive effect in the long-term,” explained Thomas Schultheiß, Key Account Manager for Karl Knauer. The Black Forest company introduces three notably identifiable key trends to address the different target groups:

Trend 1: showing proximity and appreciation, even at a distance.  

Small gestures are not merely a sign of friendship, they also help to maintain good relationships with customers and employees. This is especially applicable at the moment, when personal meetings are still restricted due to general rules on social distancing. If you want to add a little gift to your heartfelt thanks to someone, you can find three new motifs in our range to say “Danke,” “Merci” or “Thank you”. There are three sizes of cardboard wine boxes - for one, two or three bottles - as well as a tote bag, all bearing lovingly handmade illustrations that convey personal appreciation, and which can be used all year round on many occasions. 

Trend 2: “natural” remains in fashion.

Sustainability and authenticity are a megatrend that has lost none of its impact. Quite the contrary. Which is why the “PURE line” range is more than ever in line with the spirit of the age and has again been significantly expanded. As well as the new “Thank You” range of motifs, the focus of “PURE line” has shifted to the subject of wine. Firstly with the illustration of dark blue vine leaves, playfully entwined around the four sizes of packaging in the range. And then with the stylised motif of a vineyard. This is embossed onto the box with 3-D effect copper-coloured foil, creating a stunning, elegant contrast to the natural matte cardboard. Any wine presented in this packaging will exude a real sense of taste, making it a special treat for wine lovers. The PURE line product range features the natural feel and the characteristic look of the uncoated cardboard; the range now includes not just boxes for one to three bottles, but also presentation boxes for up to six bottles, carrying boxes, tote bags with or without an inspection window, gift boxes and gift baskets. In addition to the classic natural cardboards, there are also many options in matte black. 

Trend 3: creating wonderful highlights with gold. 

Gold is enjoying a renaissance, and not only as a financial investment. It is also still very popular in gift packaging. Karl Knauer uses the theme of gold in many ways: for instance as a gleaming gold, 3-D hot embossing in the shape of a circular brushstroke forming a “signum” motif. The circle, which could symbolise the course of life, or simply the impression of a wine bottle, gleams distinctively on the matte black surface of the cardboard. The recipient of the gift might also make out the suggestion of a Christmas bauble or a grapevine.
Designed not merely as an accent, but as adornment, the gold can be found in a multitude of hot foil embossings on the “Premium” tote bag. The combination of extremely durable, scratch-resistant lamination and the cloth cord create a truly high-quality look, adding extra class to gifts of wine, champagne and spirits.
If you want something a little more exclusive and opulent, Karl Knauer offers a very special selection - available now. This new wine and champagne gift box looks just like a real gold bar, in both shape and colour. Completely encased in shining gold, it is a stunning way to present and package not just fine wines but also other gifts.

Nicht nur als Akzent, sondern als Ornament gestaltet, findet sich Gold in einer Vielzahl von feinsten Heißfolienprägungen auf der Tragetasche „Premium“. Sie wirkt durch die Kombination mit einer sehr strapazierfähigen und kratzfesten Mattfolienkaschierung und der Stoffkordel besonders hochwertig und wertet Wein-, Sekt- und Spirituosengeschenke zusätzlich auf.
Wer es noch exklusiver und extravaganter möchte, findet ab sofort bei Karl Knauer etwas ganz Spezielles: In Form und Farbe sieht dieser neue Wein- und Sektpräsentkarton einem echten Goldbarren zum Verwechseln ähnlich. Komplett in glänzendes Gold gehüllt, lässt sich so manch guter Tropfen, aber sicher auch andere Geschenke spektakulär präsentieren und verpacken.

Gift packaging Weinblätter
Gift packaging Weinblätter
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Gift packaging Weinberg
Gift packaging Weinberg
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Gift bags for wine
Gift bags for wine
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Gift packaging Signum
Gift packaging Signum
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Pure line group
Pure line group
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Gift packaging Premium
Gift packaging Premium
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Gift packaging Merry Christmas
Gift packaging Merry Christmas
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Golden gift packaging in the shape of a gold bar
Golden gift packaging in the shape of a gold bar
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Danke group
Danke group
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