Luxury, as an expression of prestige, used to be for the very few. That’s no longer the norm nowadays. This means we can let go of the traditional, pared-back design of luxury packaging and enjoy full license to express ourselves creatively. At the same time, building desire remains key to the luxury space, and we can do that through the use of premium materials and the sensorial tactility they offer — which is especially important in the wine and spirits sector, where shelf appeal is crucial and purchase decisions are made within seconds.