Packaging News: Beverages showcase values through packaging design
Brewers, distillers and non-alcohol companies release new packages.
Miller Lite, a brand of MillerCoors, is upgrading its bottle with a sleek design that provides an innovative, contoured shape that is a modern interpretation of the brand’s signature long neck, it says. The new Miller Lite bottle will be available only in bars and restaurants this summer. Inspired by form and design, the modern look of the new bottle offers broad shoulders and a contoured grip, intended for easy handling, the company says. The bottle was developed by 4sight Inc. By engaging existing Miller Lite consumers in interactive brainstorming and targeted focus groups, 4sight Inc. collected key insights to create a bottle that would reflect what consumers were looking for in their drinking experience and give them a new tool to take their Miller Time celebrations with friends to the next level, according to the companies. To support the new bottle, two new TV commercials aired in May that focused on the bottle design. The new Miller Lite bottle currently is highlighted in nationwide spots featuring Ken Jeong, Questlove and Chuck Liddell. The product launch also is supported by print, radio, out-of-home and digital advertising, retail point-of-sale promotions and public relations.
Complex Beverage refined the profile and characteristics of its Lettuce Tea ready-to-drink brand by upgrading its design appeal. In this revision, the natural lettuce light green color was adopted to highlight the label graphic background. In a similar effort, the front label banner showcases the Lettuce Tea name in a Chow Mein scripted font to highlight the natural attributes of the brand and deliver on its health and wellness promises, the company says. The new label can be found on the brand’s Apricot, Mango and Strawberry varieties as well as its latest addition, Pomegranate.
Pop of art
This summer, Perrier Sparkling Natural Mineral Water, a brand of Nestlé Waters North America, will pay tribute to Andy Warhol with a series of limited-edition bottles inspired by the legendary pop artist. In the 1980s, Warhol created a series of screen prints of Perrier bottles in a vibrant color palette that will be replicated on specially designed Perrier bottles available wherever Perrier is sold, the company says. The Perrier screen prints created by Warhol are representative of the Pop Art movement and the artist’s fascination with depicting everyday consumer products in unconventional ways, it adds. Taking inspiration from these images, Perrier will offer glass bottles featuring four different label designs and seven different Warhol inspirations, including some of his most famous quotes, such as: “In the future, everyone will be world famous for 15 minutes;” “Art is what you can get away with;” and “I have Social Disease. I have to go out every night.” Perrier PET bottles also will be offered with four different label designs. The limited-edition Warhol series will be available beginning June 24. In addition to offering the limited-edition bottles, Perrier also is offering the chance to win original Andy Warhol artwork as part of the Take Home a Warhol sweepstakes. From June 24 to Sept. 30, consumers can enter to win “Space Fruit: Lemons,” an original screen print work created by Andy Warhol in 1978.
Anheuser-Busch’s Budweiser brand released its limited-edition red, white and blue packaging. This packaging started appearing in stores in May and is available in 12-ounce bottles and a variety of can sizes including 12-, 16- and 24-ounce sizes. The patriotic theme continues on secondary packaging for all of the top-selling configurations, including six-, 12- and 24-packs, as well as other popular sizes.
Tejava Premium Iced Tea, a brand of Crystal Geyser Water Co., now is available in a proprietary 18-ounce polyethylene terephthalate (PET) bottle. The new bottle incorporates a hand-sculpted, tea leaf motif with 3-D qualities, giving the impression that the bottle is wrapped in tea leaves, the company says. Crystal Geyser partnered with Amcor Rigid Plastics North America to develop and produce this new package. Distribution of the new bottle began in May. “Iced tea is an iconic American tradition, and Tejava’s new proprietary PET bottle will set a new packaging standard in the [ready-to-drink] tea category,” said Doug MacLean, chief executive officer of Crystal Geyer Water Co., in a statement. “We are confident that this revolutionary new design will engage consumers like none previously. The lifelike tea leaf design allows people to feel the tea leaves on the outside of the bottle, which echoes the origins of our pure black tea.”
Aviation American Gin, a brand of House Spirits Distillery, which is co-owned by NFL legend Joe Montana, introduced a new bottle design. The sleek, clear-glass bottle is reminiscent of a flask and communicates the story of Aviation and House Spirits’ contemporary gin-making philosophy while encouraging consumers to embrace an innovative style of gin, the company says. The bottle was developed in partnership with brand design firm Sandstrom Partners and now is available on retail shelves across the United States. The new label features aircraft imagery and American typography, which is designed to stand out against English competitors and reinforce Aviation as a category-defining spirit that appeals to a broad audience, the company says.
Founders Brewing Co. will offer its summer seasonal All Day IPA for the first time ever in cans from Ball Corp. “Founders Brewing Co.’s decision to offer its craft beer in Ball cans is a strong endorsement of the can as a sustainable, consumer-friendly package that can accompany craft beer consumers anywhere they go,” said Robert M. Miles, senior vice president of sales for Ball’s metal beverage packaging division, Americas, in a statement. “By moving to Ball’s aluminum cans, craft brewers are finding new ways to differentiate their brands. The result is an engaging package that is impenetrable to light and oxygen.” Brad Stevenson, Founders’ vice president of operations, added: “The decision to go with Ball for our cans was really a value judgment on our part. We always seek to maximize value as defined by the best combination of quality, price and service.”