The 38th edition of the Salón Gourmet, celebrated at IFEMA Madrid, was established as the leading European showcase for high-end products. Over the course of the four-day event, it became clear that the craft beer and boutique winery sector is a reality that demands the highest standards of excellence, not only in the product itself but also in its presentation.
In an increasingly competitive market, brands are not only competing to win over consumers, but also to capture their attention on store shelves and at festival bars. In this context, glass customization has become an indispensable marketing tool.
First impressions are made through the eyes
Whether it’s a premium Grape Lager or a craft IPA, the bottle is the brand’s visiting card. During the trade show, we saw how leading brands are embracing exclusive formats and bottles with their own distinct identity.
Gourmet consumers are looking for a complete experience, and the packaging is the first point of contact. A bottle with a strong visual identity makes the difference between being just another option in the crowd and becoming the one they choose.
The “Wine Tunnel” and the “Beer Area”
Spaces like the Wine Tunnel and the areas dedicated to small breweries demonstrated that packaging design is the first point of contact for consumers. The signature wineries and craft beer producers that generated the most expectation were those that focused on their brand image.
The trend for 2025 has been clear: say goodbye to conventional labels and fully integrate the design into the packaging. Bottles with direct screen printing on the glass captured everyone’s attention thanks to their clear and premium finish, and their ability to play with the product’s transparency. In a crowded environment like a trade show, a screen-printed bottle immediately communicates exclusivity and appeals to gourmet buyers.
Branding That Endures
One of the biggest challenges for exhibitors is ensuring that visitors remember their brand once they get home. During the thousands of tastings that were organised at the fair, brands that served their products in glassware screen-printed with their own logo achieved a brand experience that was 100% more effective. Not only improves the perception of the product during the tasting, but in many cases, these glasses become collectibles and souvenirs of the fair.
