The Importance of Packaging in Beverage Success

Lu Duma — Director of Sales at Circle Beverage(Indianapolis-based beverage co-packer), co-founder of Robots One (custompackaging consulting for emerging brands), and a man with printing-industrytattoos to prove he means it.He's been on a printing press since he was 19. He spent15 years in commercial printing before he ever touched a beverage label. He'slaunched three companies. Two were money pits.The third one is the one that's working — and it'sworking precisely because of what the first two taught him.