CHICAGO — The reasons for redesigning packaging are seemingly endless. To drive more attention, to embrace ethical practices, to better communicate a message—the list goes on.
Here are nine beverage brands that have updated their packaging over the past few months …
Heineken USA is making over its namesake beer can designs for summer. The White Plains, N.Y.-based importer is refreshing the Heineken identity with its iconic green color and bold red star to help the product pop on shelves, the company said. The newly redesigned cans and related point-of-sale materials featuring the update hit stores starting in May.
2. Red Bull
Red Bull launched limited-time packaging designed by gamer Tyler "Ninja" Blevins on April 1. The 8.4-ounce Red Bull Energy Drink Ninja can is available in four- and 12-packs while supplies last. The can launch also offers consumers the chance to meet and game with Ninja. Consumers can visit Ninja.RedBull.com and upload a picture or video creatively showcasing how they game for their chance of being selected. The chosen winner will be flown with a friend to a Red Bull gaming event. Runners-up will receive Ninja merchandise and premium gaming hardware.
3. Sunshine Beverages
Energy-drink maker Sunshine Beverages, Winston-Salem, N.C., has added 12-ounce slim cans to the Sunshine product line for all flavors. Sunshine Beverages produces, markets and sells a "better-for-you" energy beverage, branded Sunshine, in three flavors—Ginger Berry, Blueberry Lemonade and Clementine Twist—now in 8.4- and 12-ounce cans.
4. Sparkling Ice
Sparkling Ice, part of Talking Rain Beverage Co., Preston, Wash., announced a brand refresh earlier this year, including a new formula featuring naturally sourced colors and flavors, as well as an updated logo and packaging design. With this new formulation, Sparkling Ice is one of the first brands to successfully transition to natural colors, it said, while maintaining a vibrant look and long shelf life. As part of the launch, the brand will be supported in 2019 by an integrated campaign that will feature the new benefit of natural colors and flavors using the following hashtags: #SparklingIceLife, #NATRLLY and #GetFizzy.
Mexican beer import Corona is testing plastic-free six-pack rings in select markets as part of the brand’s commitment with Parley for the Oceans to lead the industry with eco-friendly packaging. Corona and Parley have a shared mission to help protect the world’s oceans and beaches from marine plastic pollution. Its plastic-free six-pack rings are made from plant-based biodegradable fibers, with a mix of by-product waste and compostable materials. If left in the environment, they break down into organic material that is not harmful to wildlife, the company said.
Parley for the Oceans is a global network in which creators, thinkers and leaders from the creative industries, brands, governments and environmental groups come together to raise awareness for the beauty and fragility of the oceans and collaborate on projects that can end their destruction.
Corona is imported into the United States by Constellation Brands, Chicago.
6. Premier Protein
Premier Protein—a line of nutritional shakes, powders, bars and clear drinks—launched new Earth First packaging for its ready-to-drink shakes. Premier Protein shakes now feature FSC-certified Tetra Pak cartons and a resealable plant-based cap derived from sugar cane. The decision to change its packaging represents the brand’s ongoing commitment to reduce its environmental footprint and introduce more sustainable packaging for its consumers. The new Premier Protein Earth First packaging is available across the shakes’ seven-flavor portfolio: including Chocolate, Vanilla, Strawberries & Cream, Bananas & Cream, Caramel, Peaches & Cream and Cookies & Cream. Premier Protein is based in Emeryville, Calif.
HeatGen, formerly HeatGenie, has introduced a new name, logo and brand mark, making it easier for beverage manufacturers to explain the unique packaging. HeatGen is a patented, self-heating solution that integrates into packaging, allowing consumers to heat drinks on the go with a twist of the lid, according to the Austin, Texas-based company. The product design now includes a “Powered by HeatGen” graphic to identify the package. For consumers who increasingly value convenience, this means a portable, single-use solution for hot beverages—coffee, tea, soup, bone broth, sake and more—in less than 2 minutes. HeatGen technology is environmentally safe and recyclable both before and after activation.
8. Alaskan Brewing Co.
Alaskan Brewing Co. debuted a new line of cans in March featuring beers that have never before been sold in a can. For the first time, Alaskan White Ale and Husky IPA will be packaged in cans and will be part of a core group of canned products that “invite beer drinkers to experience the excitement of Alaska,” the Juneau, Alaska-based brewer said.
Joining White and Husky in the newly designed lineup will be Alaskan Amber and Kolsch. All four will be packaged in six-packs and 12-packs in select markets and will be the four varieties featured in an all-new mixed-can 12-pack.
AquaHydrate has initiated a new partnership with Wounded Warrior Project, donating $10,000 to help honor and empower wounded warriors and promoting the partnership with a co-branded camouflage edition of its 1-gallon package. The AquaHydrate Camo-Gallon is available through July 4.