Some consumer packaged goods products take a cue from their competitors and play it safe at retail by blending in. But in the increasingly competitive beverage space, many brands are daring to be different.
For instance, a unique bottle structure is one of the best ways for a brand to maximize its visibility on shelf, said Jonathan Asher, executive vice president of Teaneck, N.J.-based Perception Research Services Inc. (PRS), in Beverage Industry’s May issue. Thus, as contoured bottles continue to grow in popularity, heat-shrink-sleeve labels will become more prevalent because of their ability to provide snug, full-body graphics on cans and bottles, according to a July 2013 report by The Freedonia Group, Cleveland, Ohio.