Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Alternative DrinksNew Packages

EVR’s rejuvenating shift for better appeal

From Préventiv Waters to EVR, brand alters its positioning

June 20, 2011

For the past two decades, researchers have been extensively studying resveratrol, a naturally occurring compound commonly found in the skin of red wine grapes that is said to have anti-aging, cardiovascular and anti-cancer benefits. Looking to hone in on those benefits, Jonathan Straub, a sales executive, put together a team of experts to help him launch a functional beverage that contained the powerful antioxidant.

The challenge: First introduced in 2008 as Préventiv Water, the company originally focused its branding strategy around wine, from the name of its varieties, such as Berry Bordeaux, to the packaging’s graphic elements and taglines, “Health Benefits of Red Wine.” But, despite being a healthy, functional beverage, Préventiv’s association with alcohol resulted in negative connotations for the brand.

“This is not a grape juice and it’s not a wine extract. It’s just this very unique ingredient. The [concept] was very confusing,” says Marcus Hewitt, chief creative officer of Dragon Rouge, the agency behind the redesign. “They just wanted to create a brand that had more of its own identity.”

Although it had just launched a few years ago, Préventiv Water knew it needed to rebrand.

The solution: Without any strong brand equity or loyalty, Dragon Rouge was able to entirely recreate the product, beginning with the name.

Préventiv is not a problem-solution beverage, so Dragon Rouge steered away from preventative health-like name concepts, and instead, looked to reference the main ingredient, resveratrol. After testing a variety of options, they pulled letters found in the antioxidant’s name and chose EVR (pronounced ever), which conjures positive associations of living forever.

They also shifted Préventiv’s positioning around the idea of fueling a healthy lifestyle — targeting young individuals that are proactive about their health.

“Brands like Pom have a badge value, so that’s what we were aiming for — a short, catchy, [memorable] name,” Hewitt says.

The concept lent itself to a bold logo treatment and inspired simple yet impactful packaging, where the focus is on the brand name and flavor. The black logo balances the “e” and capital “R” over the “V”, which directs the eye to a heart icon that conveys the nutritional benefits. Translucent fruit on the neck of the bottle gives the feeling of an X-ray and stands out against the white label. The fruits (wild berry, pomegranate and grape) were reproduced as duotones rather than the traditional full-color graphics to increase impact and taste appeal.

To create a more streamlined look, most of the copy points were moved to the back of the label, where a chart distills the nutrition facts and calls out the major health benefits of the drink. By doing so, the team created a package where the brand itself becomes the “hero.” BI

KEYWORDS: branding red wine

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
  • Younger generation displays unique habits when it comes to beverage consumption

    Generation Z shakes things up in beverage

    Experts share that Gen Z is changing the standard on what...
    Beverage News
    By: Chloe Alverson
Subscribe For Free!
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Anheuser-Busch Brewing Futures

Anheuser-Busch announces $300 million investment in US manufacturing

PepsiCo + poppi

PepsiCo completes acquisition of poppi

Alani Nu

Alani Nu surpasses $1 billion in retail sales

Vote for your favorite new product

Have your say in what makes it to the top this month!
Vote for your favorite new product and help us celebrate excellence.


VOTE NOW!

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

June 5, 2025

Heat-Resistant Molds 101: Fundamentals and Prevention Strategies for Better Beverage Quality

Learn about the spoilage challenges and operational bottlenecks that ascospores can pose to your quality program if detection is delayed, or worse – not detected at all. Subject matter experts will cover the basics of these bugs and real-world impacts of insufficient quality methods to help you beat the heat … resistant mold.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Beverage News

    Experts highlight necessity for craft purveyors to shift sales strategy

    See More
  • Beverage News graphic

    Green Mountain Coffee Roasters brews better coffee for better day

    See More
  • Is just-for-me the new better-for-you?

    See More

Related Products

See More Products
  • GlobalData_Consumer.jpg

    Where Next for Bottled Water? Exploring consumer trends and innovation opportunities in bottled water

  • The-Soft-Drinks-Companion.gif

    The Soft Drinks Companion: A Technical Handbook for the Beverage Industry

See More Products

Events

View AllSubmit An Event
  • June 5, 2025

    Heat-Resistant Molds 101: Fundamentals and Prevention Strategies for Better Beverage Quality

    Learn about the spoilage challenges and operational bottlenecks that ascospores can pose to your quality program if detection is delayed, or worse – not detected at all. Subject matter experts will cover the basics of these bugs and real-world impacts of insufficient quality methods to help you beat the heat … resistant mold.
  • June 13, 2024

    Sipping on Innovation: Discover New Functional Ingredients for the Future of Beverages

    On Demand Functional beverages are one of the hottest trends in health & wellness. Now, consumers are demanding more function from their functional beverages. To do this effectively, we’ll need highly innovative beverage friendly ingredients that are backed by solid clinical science.
View AllSubmit An Event
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing