New beverage packages push portability

April 27, 2010
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Recent innovations in packaging promote style, versatility and at home options to provide consumers with more portability, smaller sizes and updated packages.

Chilled juices
Minute Maid, a brand of The Coca-Cola Co., Atlanta, announced the nationwide availability of three Minute Maid Enhanced Chilled Juices and Juice Drinks in 12-ounce single-serve bottles. The single-serve bottles launched in Pomegranate Blueberry, Pomegranate Lemonade and Strawberry Kiwi varieties of Minute Maid Enhanced line. The 12-ounce bottles are available nationwide in supermarkets and mass merchandisers for a suggested retail price of $1.59.
Seasonal and portable
The Jacob Leinenkugel Brewing Co., Chippewa Falls, Wis., will offer its Summer Shandy in 12-ounce cans nationwide this summer. Leinenkugel’s Summer Shandy is a weiss beer brewed with honey and natural lemonade flavor and the company’s best-selling seasonal beer. Summer Shandy also is available in bottles and on draft across the United States.
Slim cans
Campbell Soup Co., Camden, N.J., now offers its V8 V-Fusion 100 percent juices in single-serving, 8-ounce slim cans. The cans are available in six-packs at supermarkets nationwide in Pomegranate Blueberry and Strawberry Banana V8 V-Fusion varieties. Each 8-ounce can provides a full serving of vegetables and a full serving of fruit as well as vitamins A, C and E. V8 V-Fusion slim cans meet the Alliance for a Healthier Generation’s nutritional requirements for products served in schools. The company also offers 24-packs of 11.5-ounce multi-serve cans of V8 V-Fusion juices at select club stores.
At-home draft beer
MillerCoors, Chicago, expanded distribution of the Coors Light Home Draft system to seven states. The Home Draft System fits inside a refrigerator and is CO2 pressurized. The package provides 16 12-ounce pours of draft beer and stays fresh for up to 30 days, the company says. The Coors Light Home Draft system, which retails for around $20, was tested last summer and is now available in convenience and grocery stores in Florida, Illinois, Kentucky, Michigan, Ohio, Texas and Wisconsin. The company is supporting the expansion with television advertising, retail merchandising and public relations. MillerCoors expects to add additional markets for the Home Draft System in the future.
Windowed package
Advercan, Dallas, created the Fridge-View BevBox that includes a transparent panel to show the cans inside. The package is available in 12-packs and four-packs that provide space to showcase the product inside, advertisements or promotions, the company says. Advercan also markets its AmeriCANtop that provides an added seal with space for advertising on the tops of cans, which would be visible through the FridgeView package.
Redesigned energy drink
Liquid Lightning Energy, Pompton Lakes, N.J., released new packaging for its core energy drink line. The new design was rolled out in 8.4-ounce and 16-ounce can sizes. The original formulation of Liquid Lightning is packaged in a black can and the Sugar-Free variety is packaged in a white can. Both packages feature clean profiles with the Liquid Lightning logo as the main graphic. The new packages will be promoted with an ad campaign aimed at attracting men and women in the fashion and night-life scenes.
Special-edition can
Red Bull, Santa Monica, Calif., introduced a special-edition 19.2-ounce Red Bull Racing Team can last month. The 19.2-ounce can is available in Regular featuring Red Bull Racing’s Brian Vickers and Sugarfree variety with driver Scott Speed. The special-edition package hopes to attract some of NASCAR’s 75 million fans as well as heavy energy drink users who represent 21 percent of the consumer base, but 73 percent of category volume, the company says. The cans featuring Red Bull Racing graphics retail for $4.49.
Heritage packaging
Bushmills Irish Whiskey introduced new packaging for Bushmills Original and Black Bush Whiskeys that pay homage to the brand’s heritage and authenticity, the company says. The bottle is embossed with the year of the brand’s original license to distill, 1608, as well as the Old Bushmills Distillery pot still. The label also recognizes some of the international medals Bushmills has won over the years. The bottles for the two varieties are available globally.

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