Some choose a box to protect a product, and others choose it to convey an identity. Beltion, a company with over 70 years of history in the Itria Valley, definitely belongs to the latter category. With Itrius Gin, the brand faced a specific challenge: to convey the soul of a region into packaging that could speak to retailers, consumers, and a market spanning 30 countries. We asked the Beltion team to tell us how this choice came about, what they were looking for in a partner like Packly, and where they plan to go in the future.
Beltion has over 70 years of history in the Itria Valley. How important are these local roots in the identity of a product like Itrius Gin, and how did you convey this in the packaging?
For us, it was essential to convey the soul of the land where Itrius Gin originates. Beltion’s long history in the Itria Valley is a genuine heritage, and we wanted to convey this in the box through a visual language that evokes the landscape, culture, and identity of this place. The idea was for the packaging to be more than just a container, but the first story of the gin and its roots.
How did you decide to rely on Packly for Itrius Gin’s packaging? What were you looking for in a customized solutions provider that a traditional approach couldn’t offer?
The difference didn’t primarily drive the push for demand, unlike with a traditional supplier. Our business experience with Packly has always been “industrial B2B” rather than “B2C.” We’ve focused on aspects such as reliability, professionalism, and competitiveness, which we’ve tested over time.
In the world of gin, a visually crowded market, how important is packaging to the purchasing experience?
Packaging is crucial, especially for a new product entering the market. Today, gin isn’t just a consumer choice, but also a phenomenon tied to trends, style, and social interaction. Whether among younger consumers, enthusiasts, or true connoisseurs, a product’s visual appearance plays a crucial role in shaping its identity and perception. Whether standing in front of a shelf, in a bar, or on social media, consumers have just a few seconds to form an impression of the product: packaging becomes a crucial tool for attracting attention, standing out, and communicating value.
Luxury packaging and custom production often clash with logistics and scalability. How did you manage the tension between the aesthetic ambition of a premium product and the operational demands of distribution in 30 countries?
We don’t believe that aesthetic ambition and operational needs are necessarily at odds. On the contrary, distinctive and refined packaging can be a key lever for premium product positioning, generating perceived value and financial returns that justify its complexity. Clearly, there are no universally correct solutions: the market, the distribution channel, and the competitive environment dictate the rules. Our task is to strike the right balance between aesthetic impact and operational efficiency, preserving the elements that create value for the consumer while optimizing those that affect scalability and logistics.
Looking to the future: Is Itrius Gin’s custom packaging a point of arrival or departure?
Curating a visual identity is an integral part of our philosophy, not just for special editions or anniversaries, but for every project: from a premium product to an entry-level line, to licensed brands. Naturally, positioning and target price are key factors in guiding design choices. Still, we are convinced that at any market level it is possible to create packaging that conveys value, personality, and beauty. The goal is always to build a coherent and distinctive identity, appropriate to the context and consumer expectations.
Conclusions
The story of Beltion and Itrius Gin shows that well-designed packaging is never just about aesthetics: it’s about strategy, identity, and communication. If you’re working on a product that deserves to be talked about before you even open it, find out what Packly can do for you. You can create your own custom packaging, choose from dozens of formats, and receive physical samples before moving to production because every great product deserves a great box.
