Glass act: Reis Packaging - The Spirits Business

With an extensive catalogue of packaging solutions and unrivalled expertise, Reis Packaging is shaping the future of spirits. Stylish, innovative and, importantly, sustainably conscious, Roberto Del Bon, CEO and owner, goes into detail about the company’s endeavours.

If you had to summarise Reis Packaging in three words, what would they be?

Innovative. Reliable. International.

Can you give us a brief history and overview of Reis Packaging?

Reis Packaging Europe is the result of the acquisition of the German distribution company Reis Flaschengrosshandel by Roberto Del Bon, the former owner of Bruni Glass. Before the acquisition, the company primarily operated in the German market, focusing on the wine sector. With the advent of the new Reis Packaging Europe, there has been significant development in luxury packaging for spirits and liqueurs, as well as the gourmet, oil and food sectors.

What makes Reis Packaging unique compared with other packaging companies on the market?

Reis Packaging Europe is unique for several reasons. Firstly, it is the only German company with a dedicated design and quality control department specifically for the high-end market. Our meticulous attention to detail in bottle creation, with a strong focus on style and elegance, sets us apart. We also offer comprehensive 360-degree customer service, from selecting or customising the bottle to choosing the perfect closure. With our in-house design studio, Studiolab, and partnerships with international graphic design and decoration studios, we provide expert guidance to our customers. Furthermore, our collaborations with leading international closure manufacturers ensure we can offer the best solutions for every need.

Do you operate globally?

Yes, we operate globally. Our headquarters are in Germany, with a branch in Italy. Our sales network is extensive, including sales representatives, agents and international distributors worldwide. This comprehensive network allows us to effectively serve customers across all regions.

Talk us through some of your key offerings: do you have a ‘core’ range of glass products?

Our core business has historically been the distribution of bottles for wine and sparkling wine. This range has expanded to also include luxury packaging for the spirits sector. Additionally, our gourmet packaging division is experiencing significant growth and success, reflecting the high demand in this market.

How do you work with clients who want something bespoke?

We possess all the in‐house expertise needed to support a client seeking a customised bottle. Starting with listening and understanding the client’s product, we propose various design and mock‐ups until we find the perfect shape. This is followed by initial sampling, and then production.

Meanwhile, we work on the graphics, possible decorations, and the choice of closure. With Reis Packaging, the client will be expertly and professionally guided from the initial concept to the realisation of their dream product.

They say the ‘first taste is with the eyes’. For you, what makes beautiful packaging or glassware?

Beautiful packaging and glassware are about creating an immediate and lasting impression. It starts with meticulous design, where every curve and detail serves a purpose. The quality of the materials used is crucial; premium glass that feels substantial in hand and exudes elegance is essential. Additionally, the aesthetics should reflect the brand’s identity and the product’s essence, using innovative shapes, captivating graphics, and refined decorations. The closure should not only be functional but also enhance the overall visual appeal. Ultimately, beautiful packaging and glassware tell a story, inviting the consumer to experience the product before they even open it.

Do you notice trends in glass bottle shapes or textures, and is there anything you’ve seen become more popular recently?

Simple designs, and modern textures to enhance a point of difference are on our daily proposals to the market.

How important is sustainability to Reis Packaging?

For us, adopting a sustainable approach is fundamental. The true challenge lies in achieving this without compromising the aesthetics and functionality of our packaging. We are actively working to reduce the glass weight of our spirits range, which positively impacts both production and logistics. Additionally, we have launched a new line of bottles, called ‘Herbal’, which contains approximately up to 90% recycled glass, without sacrificing beauty and functionality. Sustainability at Reis Packaging means innovating responsibly while maintaining our commitment to quality and design excellence.

Is it difficult to work with recycled glass? What are some of the main challenges?

Recycled glass is an integral part of glass production. Achieving clarity and purity is essential when producing super extra flint glass, which requires a limited percentage of recycled glass. In contrast, other coloured glass can be made with a much higher percentage of recycled glass – sometimes up to 90%. While market demands often influence these tendencies, we always strive to use as much recycled glass as possible.

You also make closures. What trends are you noticing from clients when it comes to choosing closures?

In the spirits sector, we observe two distinct trends. Established distilleries, particularly in the schnapps segment, are increasingly opting for traditional designs, with woodencapped bartops becoming standardised. The use of wood allows for customisation options, such as laser branding and logo printing. Conversely, newcomers are developing their unique brand identity with high‐quality, distinctive designs, often using materials like glass or metal. This approach enhances the luxury feel and market visibility, where aesthetics play a crucial role.

Sustainability is a major concern for both groups. Producers are recognising this, and our partners, Supercap and Vinolok, emphasise environmentally friendly materials, energy‐efficient production, and biodegradable closures.

We are also excited about the growing role of digitalisation in closures. Some closures now incorporate NFC or QR technology, enabling distilleries to connect directly with consumers to share product or marketing information. While this may currently seem like a novelty, it could become a significant trend as brand awareness and customer experience gain importance.

Do you work with smaller start-up brands as well as bigger, more established firms?

We are well‐equipped to work with both start‐ups and larger, more established companies. Our flexible structure allows us to cater to the unique needs of each client, providing tailored solutions whether they are just starting out or have a long‐standing presence in the market.

How has the company been growing over the last couple of years?

Reis is relatively new to the high‐end glass market, but we are experiencing consistent growth. Every week, we acquire new customers across both the food and spirits sectors.

Our products are being introduced regularly in several markets, including Germany, Italy, Romania, Greece, Ireland, Iceland and the UK.

What is your goal for the next 12 months?

Our goal for the next 12 months is to strengthen our internal organisation to better support market recovery. We are focusing on innovation, enhancing our service and decoration expertise, improving closures support, and optimising logistics.

Why should spirits brands choose Reis Packaging?

Spirits brands should choose Reis Packaging because we offer unparalleled expertise and a commitment to excellence in every aspect of our service. Our luxury packaging solutions combine meticulous attention to detail, innovative design, and high‐quality materials to create bottles that not only protect the product but also elevate its presentation. By choosing Reis Packaging, brands can be confident in receiving professional, personalised support and a final product that stands out on the shelf and resonates with consumers.

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