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!
Packaging Material

Packaged design helps RTD cocktail’s success

The 1970 turns to TricorBraun for design assistance

By Jessica Jacobsen
The 1970 Vodka Cocktail from TricorBraun - Beverage Industry
(Image courtesy of The 1970/TricorBraun)
October 15, 2018

In today’s competitive beverage market, packaging has become just as vital as the product inside the package. In its “Beverage Trends in Packaging and Processing Operations 2018” report, PMMI details the consumer trends that have influenced the packaging market.

“The premium and ultra-premium segments of just about every beverage category have experienced very strong growth in recent years,” the report states. “Mid-tier brands, particularly in the spirits industry, have been refreshing their packaging to present a more premium image through enhanced labels, more sophisticated closures, and eye-catching, shelf-ready packaging.”

However, SKU proliferation can make it challenging for new brands to differentiate themselves to consumers. As such, brand owners are turning to package design experts to support the packaging component of the new product development process.

“Packaging is very important to a new brand,” says Marco Serrano, design development manager for TricorBraun, St. Louis. “Smart packaging helps your product stand out in a crowded market, by helping brand owners stay one step ahead by meeting consumers’ needs and preferences, enhancing the consumer experience, helping to cut through noise at the shelf and differentiating the product, ultimately driving consumer loyalty.”

Last year, TricorBraun partnered with Ikeda Feingold, who had created a new ready-to-drink (RTD) vodka cocktail: The 1970.

Launched in spring 2017, The 1970 is based on Feingold’s family recipe dating back to 1970, which is made with 19 exotic fruits, spices and botanicals and is 70 proof, thus the name. Feingold also developed the new product to reach millennial consumers.

“Millennials didn’t really have a spirits product of their own,” Feingold said in a statement earlier this year. “I noticed they were romanticizing previous decades in their music and fashion choices and gravitating toward the 1970s in particular. Everything old was new again. At the same time, the 1970s was symbolic of my youth.”

After reaching out to numerous companies for packaging design assistance, the one that responded immediately to her request was TricorBraun. From there, Feingold and the packaging design team worked to take her design concept to reality.

“Ikeda wanted her product, a new concept in vodka-based spirits with a modifier, to stand out from brown liquors, typically packaged in short bottles,” Serrano says. “She wanted it to be thought of as a liqueur but didn’t want it to look like a liqueur bottle.”

To illustrate her vision, Feingold drew up her packaging concept on a napkin and shared it with Serrano. From there the packaging design expert and his team worked to make that vision a reality for the entrepreneur.

“After studying trends in high-end spirits designs, our team presented ideas, based on Ikeda’s original napkin sketch, [which] gave the bottle the sophisticated and elegant look she was striving for — and stood out from common themes in spirits designs,” Serrano says. “Ikeda’s vision included a tall, glass bottle with a mix of feminine and masculine design elements, including an offset neck, which is uncommon for a glass-bottled product.

“It was also important that The 1970 stand out from brown liquors, typically packaged in short bottles,” he continues. “Our team created a tapered design with an offset neck and broad shoulders that blended the reality of manufacturing with Ikeda’s vision.”

When designing any package, it is critical that the functional details have been accounted for, Serrano notes. The 1970 is no different in this regard.

“The 1970 project, for example, needed to account for a process of manual labeling, filling and capping, which allowed for certain design elements to be implemented,” Serrano says. “When more automation is involved in the production of filling and labeling, there are certain compromises that need to be made, which can drastically impact the overall aesthetic of the package. So the challenge really becomes getting the maximum brand impact out of the custom packaging while not losing sight of the functional requirement.”

However, when these aspects are taken into account, brand owners can reap the benefits. “The benefits are many, but in short, building a custom package allows you to mold your product around all of your commercialization and branding goals,” he says.

In the case of The 1970, those benefits already have been realized.

“There was no way I could have done this without TricorBraun,” Feingold said in a statement. “It was so important to me to get the bottle design right and TricorBraun was incredibly helpful, not only developing the final, engineered design but negotiating on my behalf to source all of the packaging elements: the glass bottle, the labels, hang tags, caps, boxes, cartons — everything. At the same time, they were generous in their guidance, taking me through the process step-by-step and making sure all of the design elements worked together.”

Exceeding sales expectations, The 1970 is available at on-premise outlets in Georgia; however, Feingold is looking to expand the brand to more states going forward. This early success and potential expansion has been credited to the RTD cocktail brand’s packaging design, she said. BI

KEYWORDS: glass bottles packaging design Ready-to-Drink (RTD) Cocktails Vodka

Share This Story

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

Jess 200

Jessica Jacobsen, editor of Beverage Industry, visits a range of beverage companies for cover stories and facility tours, represents the magazine at trade shows and industry events, and works with the Beverage Industry team to determine the content and direction of the magazine and its online components. She earned a Bachelor of Arts in Journalism from Marquette University.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Beverage News
  • 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...
    Wine & Spirits
    By: Lauren Sabetta
Manage My Account
  • 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

Celsius Fizz Free

CELSIUS launches new Fizz-Free flavors

PepsiCo.jpg

PepsiCo advances AI agenda

Narragansett Beer 1975 cans

Narragansett Beer celebrates 50 years of ‘Jaws’

Top 100 Beverage Companies of 2024

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.

July 15, 2025

Understanding the Best Material Type for Your Conveyor Systems

Leveraging decades of beverage production expertise, join Regal Rexnord’s Jeremy Fryman, Beverage Industry Marketing Manager and Tom Eure, Senior Account Executive as they dive into the landscape of plastic conveyor belt materials on the market and how to select the proper material type by application.

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

  • Risata Moscato

    Moscato d’Asti* to be available in single-serve bottles

    See More
  • BI Supplier's News

    Silgan Closures announces contest winners

    See More
  • Jack & Coke cocktail

    Mixing up a profitable canned cocktail: Test for success – but not the old way

    See More

Related Products

See More Products
  • trends.jpg

    Trends in Beverage Packaging 1st Edition

See More Products
×

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