Beverage marketers have realized for decades that packaging plays a major role in how beverages are perceived. in fact, studies indicate that consumers cannot even identify their "favorite" brand of beer without the package/label. this sort of association is created because of consumers'

This sort of association is created because of consumers' expectation.
They are expecting a beverage to have an attractive packaging which will make them remember that particular product more easily. They are also expecting to know a certain taste of that beverage immediately when they see the packaging - you know what Coca Cola tastes like even if you are not drinking it at the moment.

Good question my dood