Recent articles in Beverage Industry Single Bottle Wine Shipping Boxes Magazine addressing beverage innovations caught my attention. The first article commented that the drinks industry (alcohol and non-alcohol)
is becoming more innovative in developing new products (primarily with flavors and
nutritional ingredients), and the second pointed out consumers are becoming more aware of
drink packaging that is environmentally friendly and convenient. In reality, innovation in
the drinks business is about packaging/labels and the product; the liquid itself (beer,
spirits and Single Bottle Wine Shipping Boxes).
Beverage innovations are driven by the consumers’ willingness to explore new products and
pay more for premium and upscale beverages. Most of the new premium innovations are in
flavored non-alcoholic drinks. The perceived values in these drinks are reinforced by
ingredient labels that denote descriptors such as: natural and organic, fresh and enhanced
formulations. Such innovative formulations stress new flavors, carbonation, natural
sweeteners, healthy ingredients and feeling of renewed energy. This category is called
“alternative beverages”. Even with a plethora of beverage options, “there is very little
overlap in all the new products,” says Bob Goldin, Chairman of Technomic. So it appears
there is a lot of room for innovation/creativity in non-alcohol beverage product and
packaging. But, does this trend also carry over to beer, wine, and spirits?
In the arena of beer, wine, ciders, spirits there is no lack of creativity in innovations
in packaging. And in product development, beer and cider seem to garner the most attention
in the alcohol space.
Writing in Beverage Industry Magazine, Derric Brown says, “Savvy marketers have known for
years that packaging can play an important role in communicating a product’s proposition
and influencing purchasing decisions. As consumers demand high-quality… they also are
becoming increasingly interested in the environmental impact of the product’s packaging.”
With wine, most issues of packaging seem to have focused on closure, foil, and bottle
(weight and design). Moving forward however, we are starting to see wine packaging emphasis
changing–on tap, boxes/bag-in box, and pouches. Who knows the traction this will have with
More prominent in packaging decisions is a focus on consumers concerns about the
environment; this is especially true with wine consumers. Early in 2016, Carton Council of
North America released a study reporting that 77 percent of consumers said they consider
the effect of product purchases on the environment. Further, 91 percent of consumers expect
beverage brands to actively help increase package recycling. Even some wine retailers now
encourage in-store bottle and cork recycling; one in particular is BevMo!
I will be more specific with wine in a moment, but first let’s look at the big moves in the
beer and cider market; when you start seeing beer tasting/pairing events in restaurants you
know there is a change in “sea state” where wine once ruled. The beer category has many new
forces-craft, new marketing and brands coming on-line.
Some prominent examples of flavored beers:–Small Town Brewery– recently launched a root
beer flavored beer, Miller launched a Hard Cola beer with 4 percent alcohol, we now have a
broad offering of hard ciders, and the NFL is promoting beer packaging in cans decorated
with NFL team logos. There is even a vanilla flavored beer on the market. Relative to
flavored beer, “We also see a lot of interest from people (consumers) who tend to drink
wine, craft beers and spirits,” says Tim Kovac, founder of Small Town Brewery. “If we are
helping to drive more investment in experimentation, that’s great,” he says. Certainly
craft beers, ciders, and established brands are pushing the envelope with beer flavors. I
can remember when Blue Moon was served with orange slices and some said real beer drinkers
would never drink flavored beers.