4 Beverages Redesigning Their Packaging
By Steve Holtz on May 02, 20171. Corona Extra
CHICAGO -- Constellation Brands, Chicago, is bringing a limited-edition can for Corona Extra to market for the first time ever.
The new “Summer Beach” cans will be available nationally beginning early May through the summer while supplies last. Both secondary and primary packages for all can formats will reflect the new design, as well as secondary bottle packages.
To support the Summer Beach can, the beer brand is promoting a “Corona Summer Vibes” campaign. The program will include:
- A new TV spot highlighting the Summer Beach can.
- Consumer promotion on Spotify that includes a Corona Summer Vibes playlist, sponsorship of New Music Friday and sweepstakes to win music experiences and Spotify subscriptions.
- Consumer on- and off-premise and social-media support.
- Corona Summer Vibes point-of-sale (POS) displays for retail.
- Managed bar nights and Summer Vibes features and displays in on-premise locations.
2. Heineken
Heineken is launching the “Coolerpack,” an engineered 18-pack cardboard packaging innovation that allows consumers to chill their Heineken beer by simply removing the top to the case and adding ice. The Coolerpack is the newest edition to the Heineken range of packaging configurations, bringing convenience and occasion-based purchase choice to beer drinkers everywhere, the company said.
“Shoppers buy beer with occasion top of mind, and they will select the store that best fits their intended occasion,” said Ray Faust, chief sales officer at Heineken USA, White Plains, N.Y. “With convenience top of mind, most consumers shop on their way to an occasion, with two-thirds indicating they will drink within the hour. Heineken wants to be the brand that facilitates this consumer need.”
The rollout will include Heineken POS materials to enhance displays and drive awareness of the innovative Coolerpack. Retailers can look to maximize volume and profit and drive basket ring by cross-merchandising with ice for convenience shopping, the company said.
3. House Wine
Just in time for summer, Seattle's House Wine is launching three wines in 375-milliliter cans nationwide. The new cans, launching the first week of May, feature two of the brand's best-selling varietals—Original Red Blend and Chardonnay—and the third is a brand-new House Wine Rose.
Launched in 2004, House Wine has a history of experimenting with packaging. In 2013, it was among the first to launch a 3-liter box, meeting consumer demand for a quality, value wine.
"I travel the world looking for great fruit to make an unpretentious style of wine that can be enjoyed anywhere, which is what I love about House Wine,” said winemaker Hal Landvoigt. “It's a wine for anyone, anytime, and can be enjoyed any place."
Cans guarantee fresh wine and cater to the grab-and-go lifestyle of active wine consumers, the company said, making them perfect for beachside picnics, tailgating or venues where glass may not be desirable, like stadiums or poolside. They also are accessible, affordable and recyclable.
One in five consumers have tried canned wine, and sales have increased from just under $2 million in 2012 to more than $26 million in 2016, according to Nielsen data.
The suggested retail price is $5.49 per individual can.
4. HFactor
HFactor, a hydrogen-infused water, has redesigned its product packaging to “upgrade functionality [and] effectively retain hydrogen.”
HFactor’s Hydro-Pack will now feature an easy-open twist-off spout. In addition, the new look and feel will include an enhanced hourglass structure, the company said.
The new spout will replace the brand’s “rip and sip” top and has undergone multiple rounds of research and development to ensure its composite of specially formulated materials retain HFactor’s industry-leading levels of hydrogen. The distinctive pouch has retained its signature aquatic look, now reflecting a sleeker and more minimalist design, the company said. Additional pouch upgrades include a matte finish, horizontal logo, the introduction of a blue-green color palette and more prominently featured product benefits.
"While our original package was praised for its unique ergonomic design, we recognize the challenges of our rip-top,” said Gail Levy, founder and CEO of HFactor, Bryn Mawr, Pa. "Fitting our Hydro-Pack with an easy-to-open spout that still retains hydrogen is a proud moment for our company.”
The new packaging will roll out to stores nationwide beginning May 2 and, for the first time, will be available in a 12-pack designed specifically to fit into refrigerators.