In the Wine & Spirits world, packaging is not just a protective element or an aesthetic detail — it is an ambassador of value, identity, and culture. Every bottle of wine or spirit tells a story, shaping the consumer’s experience even before the first sip.
It is from this vision that ISEM Packaging Group, together with EGISA, Industrial Pack, Sacchettificio Toscano, and Bartoli Packaging, will take part in the VS Pack in Cognac (December 2–4, 2025), one of the most important trade fairs dedicated to packaging for the Wine & Spirits sector in France. This exceptional stage will offer the opportunity to showcase how our idea of “Made in Europe” luxury packaging — a value creation system built on the integration of product and service know-how from some of the most renowned and historic packaging companies in Italy and Spain — today represents an innovative and strategic key to meeting the evolving needs of a global market undergoing a profound transformation, full of both contrasts and opportunities.
A changing market: fewer volumes, more value
As the latest market research shows, despite a slight decline in global Wine & Spirits volumes in 2024 (around –1%), the overall value grew by +1%, driven by the ongoing phenomenon of premiumization — the now well-established “less but better” philosophy that leads consumers to drink less but choose better. In this context, emerging markets such as India and Brazil are showing strong growth, while premium and super-premium segments continue to expand in key regions such as China and India, driven by younger generations, especially Gen Z and Millennials, for whom quality, authenticity, and experience have become decisive criteria in the purchasing process.
Champagne and Cognac: between tradition and new equilibria
The growing demand for excellence in the Wine & Spirits sector has recently met a slowdown due to factors such as macroeconomic uncertainty, inflation, and international trade tensions.
The impact is clearly visible in two of Europe’s most emblematic luxury categories — Champagne and Cognac — which ISEM Packaging Group, and in particular EGISA, a leading European reference for luxury packaging in this sector for over two decades, know well.
In 2024, Champagne shipments decreased by 9.2% overall, with declines recorded both in the French domestic market and abroad. However, the United States and the United Arab Emirates posted positive trends, confirming their role as key markets for the growth of luxury brands.
Similarly, Cognac exports fell by 10.9% in value, marking a phase of market adjustment after years of strong expansion. As Adelaide Ribeiro, who oversees the wine and spirits market in France for ISEM Packaging Group, points out: “Cognac is currently facing a major crisis – not the first in its history, but one that feels particularly significant after a decade of exceptional growth. For ten years, the category expanded steadily, reaching record highs just three years ago. The fall that followed has therefore been all the more striking”.
Ribeiro continues, explaining that: “This downturn is the result of several factors coming together over a short period: substantial price increases introduced by the major Cognac houses; higher U.S. tariffs, which have raised product costs and shifted some consumers toward more affordable alternatives; the tax of more than 30% imposed by China on Cognac, leading to a sharp drop in sales; and, finally, the closure of the Russian market due to the war in Ukraine.”
According to Ribeiro, the Chinese market has also lost its growth potential for the sector: “Today, the Chinese market no longer represents the same growth promise for wines and spirits. The country now produces its own alcoholic beverages — of lesser quality, perhaps, but sufficient for a large segment of local consumers. Only the most privileged will continue to seek out exceptional aged eaux-de-vie.”
These fluctuations highlight the need for brands to differentiate themselves not only through heritage, but also through storytelling, design, and emotional impact — areas in which packaging plays an increasingly strategic role. Ribeiro further emphasizes: “For brands, it has therefore become essential to explore new territories and rethink their international expansion strategies — potentially by turning toward markets such as India.”
More broadly, the wines and spirits industry is undergoing a profound transformation. French whisky, for instance, has seen remarkable growth: France now counts over 150 distilleries producing gin, whisky, vodka and various liqueurs. “To remain relevant, brands must innovate and modernize the image of Cognac, spirits, and wine for younger generations who are moving away from traditional consumption patterns. The challenge ahead is clear: to reinvent the image of wines and spirits in order to attract and inspire the consumers of tomorrow.”
Excellence in packaging: between craftsmanship and sensory storytelling
A new approach to packaging — one that combines craftsmanship, sustainability, and sensory storytelling — is becoming increasingly strategic and central in the Wine & Spirits market.
EGISA, a long-standing partner of two French artisanal producers, Champagne Gonet and Dobbé Cognac, has over the years developed bespoke folding cartons designed to meet multiple needs of protection, communication, and product enhancement.
“Packaging plays an important role in communicating our brand story, serving as the first visual touchpoint with the consumer,” explains Virginie Stearns – Marketing and Purchasing Manager at Dobbé Cognac. “It conveys the brand’s values, identity, and authenticity, telling a story through design, colour, and materials. Our main goals are aesthetics, functionality, and emotion,” continues Stearns. “Aesthetics means having an attractive package that captures the consumer’s attention and reflects our brand identity, helping us stand out and generate interest. Functionality ensures product protection, while emotions aim to evoke positive feelings and create a bond with the consumer. Combined together, these elements contribute to a positive perception and lasting loyalty.”
Champagne Gonet has different priorities in terms of packaging, particularly regarding visual appeal, which led the brand to use hot stamping on its boxes. “This gives a sense of luxury — it’s eye-catching, colourful, and fun,” explains Chantal Gonet – Director of Champagne Gonet. “In the duty-free market, this is crucial because most purchases are gifts. Packaging therefore becomes a key factor for the customer.” And more, “We also needed to include a lot of information on the packaging. By reading our story, customers can understand where our champagne comes from and develop an interest in the brand. Packaging allows us to express authenticity and transparency — fundamental aspects of our identity.”
Soft luxury materials: the strength of an integrated European network
Within the ISEM Packaging Group, the art of storytelling through packaging takes shape in a comprehensive portfolio of products that range from rigid boxes to folding cartons, from fine silk papers to textile packaging.
The elegance and authenticity conveyed by EGISA’s folding cartons for Cognac Dobbé and Champagne Gonet evolve into a narrative of heritage and prestige through the rigid boxes created by ISEM for prestigious French maisons such as Charles Heidsieck, Pommery, and Nikka.
This narrative is further elevated by the customised textile shoppers and silk papers developed by Sacchettificio Toscano and Industrial Pack, both long-established specialists in soft luxury materials, designed to enrich bottle presentation with a tactile and distinctive touch.
Each project reflects the same philosophy: combining artisanal mastery and innovation to enhance the moment of discovery, turning the unboxing experience into an integral part of the product’s story — just as envisioned by the new language of luxury in the Wine & Spirits world.
As Maria Bofill – Sales Director at EGISA, explains, “The Wine & Spirits sector is going through a challenging time: the current international context, growing sustainability demands, and changing consumer trends are profoundly transforming the market.”
Yet despite these challenges, many brands continue to invest in differentiation — choosing packaging that reflects their identity and value. Bofill continues: “Our highly specialized team, with deep knowledge of the market and our clients, knows how to support brands in bringing their most ambitious projects to life. Our production facilities are equipped with state-of-the-art technologies to make them a reality.”
VS Pack 2025: An Appointment with the Excellence of European Packaging
We look forward to welcoming you to the VS Pack trade show in Cognac, from December 2 to 4, 2025, at booth B3, where you can explore these and other premium packaging innovations for wines and spirits.
With this presence in Cognac, ISEM Packaging Group reaffirms its commitment to enhancing European know-how in luxury, through solutions that blend tradition, innovation, efficiency and sustainable awareness — the perfect synthesis of a “Made in Europe” identity that continues to evolve, looking toward the future of high-end packaging.
