For premium spirits brands, gift packs aren’t just packaging—they’re strategic assets. They elevate perceived value, reinforce brand storytelling, and capture seasonal or occasion-driven sales.

According to IWSR, 43% of consumers are more likely to purchase a premium spirit if it comes in a gift pack. During key seasonal windows, gift-packaged products can outsell standard bottles by up to 66%.

But if gift packs are this effective, why aren’t all brands winning with them? The problem isn’t execution—it’s strategy. Merch & Effect, insights based strategic POSM agency, spent years collecting trends and facts on this particular topic, in order to be able to comprehend it to its core. The reason? Merch & Effect believes in strategies that go beyond POSM to craft immersive brand moments that drive choice, not just visibility.

The Gift Pack Paradox: Selling to the Buyer, But Missing the Recipient

Most gift packs are designed to attract the buyer with shelf appeal and premium cues. But the real brand impact happens later—when the recipient opens the gift.

“The emotional peak happens during unboxing,” explains Benjamin Van Damme, Head of Strategy at Merch & Effect. “If that moment feels generic or underwhelming, the brand misses an opportunity to create a lasting impression.” Brands often invest heavily in the exterior but neglect the interior—the part that delivers the emotional payoff.

A striking exterior may secure the sale, but a forgettable unboxing experience misses out on the viral engagement multiplier, increased brand affinity, and customer lifetime value. Winning brands design gift packs not just to sell, but to surprise and delight upon opening.

The Science of Gift Packs That Work

The most effective gift packs tap into psychological triggers—perceived value, emotional connection, and exclusivity—beyond mere aesthetics.

• Premium cues matter. High-quality materials and limited-edition positioning significantly influence purchase intent. “Consumers equate tactile quality with brand quality,” notes Van Damme. “That consideration should continue inside the pack.”

• Occasion-driven relevance. While holiday seasons drive spikes in sales, smart brands expand gifting to everyday occasions like weddings, cultural festivals, and corporate milestones.

• The unboxing effect. A Merch & Effect study found recipients are 35% more likely to share a gift pack on social media if the unboxing feels special. Thoughtful details—layered reveals, personalized notes—can turn a simple gift into a shareable moment.

Rethinking Gift Packs for the Modern Consumer

Merch & Effect’s work with global spirits brands reveals key principles for refining gift pack strategies:

1. Design for both buyer and recipient. Shelf appeal matters, but the unboxing defines lasting impact.

2. Less is more. Focus on one standout item. “We’ve seen packs with a single, beautifully designed accessory outperform multi-item packs,” says Van Damme.

3. Make it personal. Simple custom touches, like personalized notes, significantly boost perceived value.

4. Sustainability isn’t optional. Pernod Ricard’s research shows 68% of premium spirits consumers will pay more for eco-friendly packaging. “Minimalist, sustainable designs often feel more premium because they’re intentional,” Van Damme adds.

The Bottom Line

The most effective gift packs don’t just “look good”—they simplify purchasing and create memorable, emotional experiences when opened. They tap into consumers’ desire for meaning, exclusivity, and value, turning each unboxing into a brand moment.

For brands looking to stay ahead, the question isn’t if gift packs work. It’s how to make them work smarter—from first glance to final reveal. Brands increasingly turn to agencies like Merch & Effect, whose data-driven POSM strategies ensure every pack isn’t just purchased—but remembered.