8 Beverage Packaging Updates

Steve Holtz, Editor in Chief, CSP Daily News

1. Red Bull

Santa Monica, Calif.-based Red Bull Energy Drink unveiled limited-edition Street Fighter cans featuring five characters in honor of the video game’s 30th anniversary. The special cans feature codes under the tab that can be redeemed for in-game value such as Red Bull skins on the PlayStation 4 computer entertainment system.

The characters include Chun-Li, Guile, Ken, Ryu and Zangief.

2. Heineken

During November and December, Heineken USA, White Plains, N.Y., is spreading holiday cheer by giving beer drinkers a chance to win up to $5,000. And to make a big occasion even bigger, Heineken is offering an exclusive limited-edition magnum bottle (50.7 ounces).

With no purchase necessary and a simple text-to-win promotion at retail, shoppers can purchase Heineken or Heineken Light, snap a picture of their receipt, and text it to 88500 for a chance to win up to $5,000, as well as other prizes. Holiday-themed POS will bring the program to life at retail and on-premise, the company said.

3. Stella Artois

St. Louis-based Anheuser-Busch’s Stella Artois is introducing two new holiday package offerings this year: Stella Artois Holiday Gift Pack and Stella Artois 750-mL Jumbo Bottle. Both are available at retailers nationwide, and for every chalice sold, Stella Artois will donate five years of clean drinking water to someone in the developing world.

The limited-edition Holiday Gift Pack includes a green Stella Artois 750-mL corked bottle and two holiday chalices for a suggested retail price (SRP) of $19.99. The SRP for the 750-mL jumbo bottle alone is $6.99.

4. Perrier

Stamford, Conn.-based Nestle Waters North America’s Perrier Sparkling launched a limited-edition package, featuring original designs by artist Eric Rieger, aka HOTTEA. The Minneapolis-based artist was named the 2017 Perrier Artist of the Year through the brand's ArtXtra initiative, which engaged emerging contemporary artists and consumers to help design and select the new look. The limited-edition line showcases a striking geometric design reflective of HOTTEA's typographical installations and is available this fall. 

5. Zevia

Natural diet soda Zevia is partnering with Fox Studios with commemorative cans featuring four characters from the film "Ferdinand." The limited-time packaging will hit stores in November in advance of the movie's Dec. 15 release. The cans are part of an integrated marketing campaign that includes digital promotion and the distribution of 1 million six-packs with $5 off coupons for the film from Fandango.  

The commemorative cans will be available in four flavors: Ginger Root Beer, Grape, Cream Soda and Black Cherry.

With this promotion, Zevia is the first natural soda partner in the history of 20th Century Fox.

6. Essentia

Bothell, Wash.-based Essentia, the ionized alkaline bottled water, unveiled new packaging and multipack designs as part of its next phase in its brand evolution efforts. The new look plays up the brand's E+ logo, and the new packaging will hit retail stores in December.

7. HeatGenie

Walter Robb, a former co-CEO of Whole Foods Market, has invested in HeatGenie, an innovator in self-heating beverage packaging, and joined its Board of Directors. The move, according to the company, signals the company's readiness to finalize product development and enter the market in the ready-to-drink (RTD) beverage category. The Austin, Texas-based company also welcomed consumer-packaged-goods industry veterans to its Board of Advisors.

Other new advisers include:

  • Danny Stepper, the co-founder and CEO of L.A. Libations, who also served in growth positions with the Coca-Cola Co. and Icelandic Glacial.
  • Brian Goldberg, chief strategy officer, executive vice president of corporate development and former CFO of Amplify Snack Brands, and owner of the SkinnyPop Popcorn and Tyrells Crisps brands. He was formerly COO/CFO of Sweet Leaf Tea and an investor in Deep Eddy Spirits and High Brew Coffee.
  • Jason J. Buechel, executive vice president and chief information officer for Whole Foods Market, now part of Amazon.
  • James Tonkin, the founding board member and investor at Zico Coconut Water.  He also was a founding finance aggregator at Suja Juice, managing director of Arnold Palmer Ice Tea and is an active investor in more than 30 functional food and beverage companies.

8. Newcastle Brown Ale

Newcastle Brown Ale is unveiling a new look and a localized plan for growth in the United States under management of the Five Points Trading Co., Heineken USA’s White Plains, N.Y.-based venture aimed at incubating a range of premium global beer brands in the U.S.

Newcastle Brown Ale’s new primary and secondary packaging highlights the gold, blue and orange colors of the brand identity resulting in improved visibility on the shelf, on display and in the cold box, according to the company. In addition, Five Points is reducing the number of SKUs available to focus sales and marketing efforts against the brand’s core retail and on-premise formats.

Newcastle Brown Ale is now available in six-, 12- and 24-packs of 12-ounce bottles.