IFT 2016: Simplicity and transparency in beverage packaging are here to stay

transparency simplicity beverage packaging — Image courtesy of iStock

Andy Dratt, executive vice president of Imbibe, and Jeff Hilton, co-founder and CMO of BrandHive, sat down with BeverageDaily following their presentation at IFT in Chicago to talk more about the best practices in beverage packaging.

According to Dratt and Hilton, if there is one thing beverage manufacturers should take away, it’s that authenticity is the key to gaining consumer trust and conveying a transparent message through packaging is the first step.

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