One of the more whimsical announcements with the transition of the new year is when Pantone announced the upcoming Color of the Year. For 2023, the global color expert named Viva Magenta 18-1750, a vibrant shade in the red palate, as the signature color that we are sure to see in home décor, clothing, makeup, and maybe even food and beverage creations and packaging.
In a release announcing the color, Pantone stated: “Viva Magenta is brave and fearless, and a pulsating color whose exuberance promotes a joyous and optimistic celebration, writing a new narrative.”
Laurie Pressman, vice president of the Pantone Color Institute, also was quoted in a video call with CNN as saying: “We are living in quite the unconventional time. The only thing that has become conventional is the unconventionality of it.”
That sentiment easily can be applied to the beverage market as we have seen more consumers embrace new age innovations. This unconventionality is represented in Mintel’s “2023 Global Food And Drink Trends” report that recently was released. In the Editor’s Note previewing four of the eight trends, Jenny Zegler, director of Mintel Food & Drink and Mintel Global Consumer, states, “The specific and bold trends explore how ongoing uncertainty and new challenges are causing evolutions in the foundational consumer behaviors described by the Mintel Trend Drivers: Value, Experiences and Surroundings.”
One of those previewed trends identified in the report is Cosmic Comforts, in which the market research firm highlights that space will evolve from being a marketing theme to an entity of which products will be designed for.
Exemplifying these prognostications, Mintel highlights the initial Coca-Cola Creations release: Starlight, a limited-edition carbonated soft drink inspired by space.
“Thirty-five years ago, Coca-Cola partnered with NASA to become one of the first soft-drinks to travel to space,” said Oana Vlad, senior director of global brand strategy for The Coca-Cola Co., in a statement at the time of the release. “That same passion for space still exists today. With Coca-Cola Starlight, we wanted to celebrate the remarkable ability of space exploration to inspire generations to discover new worlds of infinite possibilities. We set out to bring that concept to life through a simple sip, capturing some of the mystery and essence of what we love about space.”
Video courtesy Pernod Ricard
Mintel’s report also noted how space exploration is inspiring Earth-based product development such as G.H. Mumm’s announcement of a Champagne designed for human spaceflight.
Cordon Rouge Stellar will embark on future Axiom Space missions to test the Champagne in real space conditions through a collaboration between Maison Mumm and Axion Space, the company states. The project initiated in 2017, it adds.
“In order to comply with the dual space-AOC Champagne specifications, Mumm Cordon Rouge Stellar had to meet a complex set of constraints (e.g., gaseous liquid in the absence of gravity, pressure contained in the bottle, food compatibility, material specifications, size, ergonomics and intuitive use),” the company states on its website. “All technical questions related to the design were addressed by Octave de Gaulle, the founder of SPADE, with the active support of CNES and the Comat design office.”
As more beverage brands embrace the unconventional it looks as though space will play a greater role in terms of inspiration and user experience. But what other unconventional beverages await consumers in 2023?