Beverage brands enhance labels to tell a better story
Fiji Water's new labels highlight product aspects
Heineken USA announces it is doubling its investment in the slim-can segment in 2015. Marketing support, including out-of-home advertising, traffic-stopping in-store point-of-sale, and a new slim-can 24-pack will emphasize the can’s “Cold to the last drop. Perfect for any occasion,” consumer benefit to drive traffic and retail sales, the company says. “Sales of small can offerings (8 to 9 ounces) grew more than 350 percent last year, delivering incremental volume and profit to retailers across all channels,” said Jonathan Simpson, director of commercial marketing for Heineken USA, in a statement. The Heineken 8.5-ounce slim can offers retailers numerous benefits including a strong multicultural appeal, the company says. Heineken 8.5-ounce slim cans will be available nationally across channels in 12- and 24-pack cases.
Fresh look at water
For the first time in 10 years, Fiji Water is changing the look of its iconic bottle by redesigning its label. The new look showcases the story behind the brand. Each of the brand’s four bottle sizes, 330 ml, 500 ml, 1liter and 1.5 liters, will feature not only the brand-new label but also six new back labels. Each back label will reflect one distinct aspect of Fiji Water’s journey from cloud to bottle, bringing the Fiji Water story to life, the company says. The iconic square shape, blue bottle cap, soft taste, and unique mineral profile will remain the same, the company says.
New look, label and packaging
Bernard Griffin Winery owners Deborah and Rob Griffin collaborated with their daughters to develop a new look for their brand. The result of that caucus was a redesigned label that would be placed on a new package for their product. The newly designed griffin logo will adorn all future bottles to herald a rebranding to include the Griffin family name on their wines.
Scenic pine forests
This spring, Deschutes Brewery plans to launch a new brew that reflects the aromas and silence of the area just up the road from the brewery in Bend, Ore. Packaged only in kegs in the past, the brew now will be available in six-packs of bottles. Pinedrops IPA will deliver a light malt body with ample citrus and pine notes from the Chinook and experimental hops used, the company says. The product contains 6.5 percent alcohol by volume and 7 international bittering units.
Ready for recycling
White Coffee Corp. released its single-serve organic coffees in a compostable BioCup. “Our goal is to be the leader in the coffee industry in minimizing its environmental footprint,” said Jonathan White, executive vice president of White Coffee Corp., in a statement. Sales of coffee made in single-serve brewing systems, barely noticeable five years ago, now account for more than a quarter of every dollar Americans spend on coffee to drink at home, according to a Feb. 15, 2014, article by the Seattle Times. By 2018, market research firm Mintel expects consumers to spend nearly as much on coffee pods as they do on bulk coffee.
Romancing the consumer
Korbel Champagne Cellars released a limited-edition Korbel Brut Rose bottle to celebrate romance in a stylish way. Its new Champagne “Romance” sleeved bottle combines cool and hot colors with eye-catching style, the company says. The label’s white background is accented by red lip prints and a wisp of black lace from below a black foil top wrap. Modern, understated typography in red and black adds to the bottle’s chic, whimsical look, the company says.
Finch’s Beer Co. chose a16-ounce can from Rexam to package more of its craft beers. Its Sobek & Set, Fascist Pig and Threadless brews are set to join Secrete Stache, Stout, Hardcore Chimera and Finch’s Pale Ale in the packaging format. The company also plans to add Wet Hot American Wheat to the can lineup this summer.