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Tuesday, March 12, 2019

Food and Beverage Packaging Innovation Essay

Beverage giant Coca-Cola wants to get a little love for its iconic cola drink from the upscale consumer set, so its decided to create and test-market a sleek set of contou departure aluminium bottlefuls for its flagship degree centigrade discolouration. Yes, we said aluminium bottles. The Atlanta, gallium the States-based crapulence caller-out chose the annual Consumer Analyst Group of New York convention in the Big Apple last Friday (February 22) to introduce the attractive, refreshing 250-ml club soda bottles, which come in red, black and silver aluminum.Thus remote, the beverage company is offering its regular Coke, Diet Coke and Coke Zero varieties in the red (pictured at left), black and silver aluminum bottles. A Coca-Cola administrator at the conference on Friday said the company is test-marketing the upscale- seeming aluminum pappa bottles in the U. S. , and wanted to introduce them to the influential consumer analysts group as musical mode to get attention and feedback on the new forwarding concept. Coke isnt doing away with its soda cans or plastic bottles.Rather, its test-marketing the aluminum containers as a new furtherance option. The beverage vender overly hopes the new, sleek look will attract more younger consumers who be always spirit for the next new thing, along with more higher-income, upscale consumers who are into style. Currently, Coca-Cola isnt selling its snazzy, aluminum-bottled Coke varieties in retail stores. Rather, they have been introduced thus off the beaten track(predicate) in select dark clubs and bars, and offered for sale at some redundant events.The beverage marketer is however selling a version of its pretty new Coca-Cola Blak (pictured at left), a carbonated coffee tree-cola beverage, in a brownness and black colored 250-ml contoured aluminum bottle in France. the aluminum bottles color is very standardized to the color of the carbonated coffee beverage inside. In 2006, Cocoa-Cola bottled Coke a nd Diet Coke in similar sleek silver aluminum bottles for its year-long M5 promotion. The bottles, which were made for the beverage marketer by Exal USA, won a number of industry product packaging awards and were grabbed-up by consumers as collectors items.Coke also recently introduced a version of its caribou give away iced coffee position in small aluminum bottles. And Coca-Colas number one competitor in the carbonated soda category, PepsiCo, has introduced a version of its Mountain Dew soda brand in aluminum bottles. Exal USA also produces the afoot(predicate) red, black and silver contoured aluminum bottles Coca-Cola is test-marketing in the night clubs and at selected venues, and is come backing about introducing to retail food and beverage stores. Coca-Cola is far from the first U. S. everage company to introduce its drinks in aluminum bottles. In fact, the concept of packaging beverages in aluminum bottles begin taking off in the U. S. about two years ago. Juice marketers , energy drink-type bottlers, beer companies and other(a)s began introducing beverage products in aluminum bottles in 2005, and the practice is growing. The trend also is catching on in places akin France, Australia and Mexico, where some bottlers are doing the same. In Australia, beer brand marketer Fosters recently introduced Crown Lager in attractive gold aluminum bottles.Fosters is now exporting the aluminum-clad lager to the U. S. as well. In Mexico, a new beverage called Hot Hangover Tea is being marketed in silver, red and black aluminum bottles. The tea-based drink is said to cure a katzenjammer in addition to tasting good. Of course, is one is drunk and drops the fairly effectual aluminum bottle on a toe, the cure might be worse than the affliction. French juice company Teisseire is marketing a line of juice cordials in 330-ml aluminum containers in retail food stores, cafes and other venues in France.The bottles have a specially-shaped neck which is designed to subscri be it low-cal for kids to grip. The bottles graphics are colorful and bold against a brushed aluminum background. Teisseireas do all the other beverage companiessay a key selling point of the aluminum bottles, in addition to the sleek look, is that they chill rapidly. The bottles also are 100% aluminum so are recyclable as well. The beer category in specially is seeing a mini-explosion in the use of aluminum bottles on a selective basis. In addition to Australias Fosters, U. S. raft beer marketer spunky Falls Brewing Company, based in Rochester, New York, has two varieties of beer nauseated Ale and Honey Brown lagerwhich come in aluminum bottles, and which are selling extremely well, especially in bars and clubsbut also in supermarkets, convenience and liquor stores. Other brewers are following vitrine and introducing varieties of their beers in aluminum bottles. Being such an transnational iconic brand though, the fact that Coca-Cola has introduced three of its Coke varieties in the sleek, contoured aluminum bottles is a big(p) deal.Cokes innovation goes a long way in helping to legitimize the aluminum bottles as viable beverage packaging options. It will obviously be interesting to see if Coca-Cola decides to expand its current pilot-test of the of the contoured aluminum-bottled sodas beyond the night clubs and selected special event venues anytime soon. The company executive at the New York conference said the success of the current pilot programs would be the primary determining factor regarding if and when Coke expands distribution of the aluminum -glad well-heeled drinks nationally to food and beverage stores.It seems to use the Coke in the contoured aluminum bottles would be perfect for selected distribution to upscale retailers like Whole Foods Market, Target, undetermined World Market, Trader Joes and the numerous regional, upscale food retailers passim the U. S. , like Publix in Florida, H. E. B. in Texas, Bristol Farms and Gelsons in Southe rn California, Wegmans on the East Coast, and many others. The same in the UK with retailers like Waitrose, Sainsburys and Tesco, for example. We dont see the aluminum bottles nice a big-selling mainstay of the giant beverage companys brand line-up though.Price competition is too aggressive in the carbonated whacky drink beverage category to do any serious saturation with a package that isnt dirt cheap to produce, bottle and sell. However, we think the sleek, contoured aluminum Coke drinks could do very well as a niche item at the upscale-type of retailers we mentioned above, as well as be a big hit at higher-end night clubs across the U. S. and internationally. conjecture New York and Miami in the USA, London, Moscow, Mexico City and a few other international cities where style and beverage choice seem to be synonymous these days.For trend-setting consumers, packaging can be King. Not only that, but if a consumer saves enough of the sturdy, aluminum Coke bottles, they can even melt them down and make something out of them perhaps a backyard BBQ, a post-modern aluminum planter cuff for the garden, or a sleek red or silver aluminum wagon for junior. In fact, perhaps Coca-Cola should launch a contest. Perhaps something like Design the best item made out of used Coke aluminum soda bottles. Not only would that be fun marketing, it would be the green thing to do. After all, reuse is even better than recycle from an environmental standpoint.

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