A look at the recent success of La Croix’s drink packaging, a now fashionable but once rather obscure soft drink from the Midwest, offers some valuable insights into how to approach food and beverage marketing in the digital age.
Liquids, oils and gels are notoriously difficult to package. There’s the possibility of leaks, breakage, contamination and myriad other perceived risks that can damage a product (and your brand image) if something goes wrong.
Without the restrictions of an ABV limit, beer masters are further able to hone their craft and share exciting, full-bodied, aromatic beverages to adult consumers. Microbreweries are cropping up, not just in our home state, but around the country as consumer demand for flavorful, delicious beer soars. New opportunities involved in the beer world point to forward-thinking possibilities involving the design, beverage packaging, distribution, and availability of these exciting craft brews.
While soups, hot ciders, and pumpkin spice lattes have become indicative of fall, there’s another item on the market many consumers will be diving into this season: bone broth. Touted for its vast nutritional benefits, this broth is much different from the chicken, vegetable, or beef stocks you typically see on your supermarket shelves.
Concerns about the environmental impact of disposed plastic bottles and aluminum cans are forcing manufacturers to rethink the way they package and present their beverages to consumers. Some retailers are even banning plastic bottles in stores and encouraging customers to purchase reusable beverage containers. If this trend is adopted worldwide, beverage companies will suffer. How can they build a brand if consumers don’t see their packaging?
Today’s health-conscious consumer may make the switch to red wine or light beer in an effort to reduce the amount of sugars and toxins entering their bodies, but wouldn’t it be easier to determine which drinks are truly conducive to their diets if the information was provided right on the outside of their containers?
(Image Source: http://money.cnn.com/2015/03/12/smallbusiness/palcohol-powdered-alcohol/)
Despite powdered alcohol gaining approval by the Alcohol and Tobacco Tax and Trade Bureau this past spring, 12 states in the U.S. still ban the sale of this new product. The concern lies in the fact that consumers could purchase this powdered alcohol and use it to secretly spike drinks, or add it to beverages with a higher percentage of alcohol, resulting in a potentially dangerous combination. Its portability and ease of use could also lead to binge drinking, especially among underage consumers.
The company crafted 31 distinct designs and produced 20,000 different cans featuring variations on the new graphics. According to AdWeek, there are 31 million possible beverage packaging options that can be created from just those 31 new designs.
There’s no doubt changing consumer lifestyles and technology have both played a significant role in the way producers are marketing themselves to attract new brand advocates. The alcohol industry, in particular, is focusing more on the emotional response to its products than traditional advertising or sales tactics.