From Vine to Box: Thinking outside the bottle

The box of wine has long been the cellar dweller of the wine category. When it comes to the perfect container to hold your vino, the box of wine isn’t what you think of, it’s basically a cardboard box with a plastic bag inside to hold the wine, and a spigot to dispense the wine. Why does this package get such a bad rap?

The wine drinking experience starts with the sense of anticipation that goes with opening it. The uncorking of a bottle is like a ceremony; it's like the difference between going to a restaurant and eating a frozen dinner.

Although some sommeliers may turn their nose up at wine not from a bottle, but boxes are perfect for wines that don’t need to age. Boxed wine has many advantages to the glass bottle: first, it’s hard to break, second, it’s easy to open, and most importantly, it stores wine better than any other container. As the wine is dispensed, the bag shrinks, so no fresh air is exposed to the wine. Oxygenation negatively effects wine; wines can go flat and then begin to turn into vinegar, consumers can enjoy a box wine for over a month after opening.

Aesthetically speaking, designing small labels to woo shoppers to grab their bottle off the shelf can be dwarfed by how much can be communicated on the packaging of a box wine. As the market grows and premium brands enter, boxes will naturally be designed to be unique and reflect each brand.

Glass bottles are also having a negative impact on the environmental. Since 90% of wine is produced in America is on the West Coast, greenhouse gas pollution from shipping creates a huge carbon footprint. Pound for pound the wine in a box produces half the emissions during transportation, the equivalent of taking 400,000 cars off the road. And believe it or not there is a shortage of sand for making bottles in France, so they are having to import glass.

Wine in a box makes sense environmentally and economically. For the winemakers the most important thing is to sell the product. Boxed wine has grown 40% yet makes up lees than 1% of total sales in the wine category. Just imagine what a box of Opus One would go for and how it would change the perception about wine in a box. If the customer is happy to buy the wine in a box, then so be it. Boxed wine may be short on class, but it is long on practicality. And you don’t have to remember where you left the corkscrew!

Happy Holidays

So one of the great marketing urban legends of all time is associated with the world’s largest beverage company. It is rumored that the image we know as Santa Claus (the jolly guy with a white beard in the red and white suit) was created by a Coca Cola advertising campaign. Through the centuries, Santa Claus has been depicted as everything from a tall gaunt man to an elf, he has worn everything from a bishop's robe to animal fur.

Early marketers played roles in evolving the Santa character. The man-sized version of Santa became the dominant image around 1841, when a Philadelphia merchant named J.W. Parkinson hired a man to dress in "Cris Cringle" clothing and climb the chimney outside his shop. A Boston printer named Louis Prang introduced the English custom of Christmas cards to America, and in 1885 he issued a card featuring a red-suited Santa. Thomas Nast drew Santa Claus for Harper's Weekly in 1862, over 30 years he gave him the beard changed the color of his coat from tan to the now traditional red.

In the early 1930s, Coca-Cola was looking for ways to increase sales during winter, many people thought of Coke as a refreshing drink on a hot day. Around this time the D'Arcy Advertising Agency launched the slogan "Thirst Knows No Season," and combined it with the ultimate winter icon: Santa Claus. They turned to illustrator Haddon Sundblom who created a Santa Claus with rosy-cheeks and happy wrinkles, in a red-and-white suit. The Coca-Cola Santa made its debut in 1931 and continued into the 1960s. Each year they flooded the market with Santa-Coke propaganda; magazine advertisements, billboards, point-of-purchase, promotional items, collectibles, etc. which appealed to children (an important segment of the soft drink market) and as they grew-up their memories of Santa where of this Coca-Cola version.

So Coca-Cola didn’t invent the image of Santa Claus wearing a company colored red suit. The success of their advertising campaigns did cement the image of Santa Claus in pop culture. For many, Coca-Cola ads signify the start of the holiday season, and Santa has been a wholesome brand ambassador for generations of Coke drinkers.

Sex, Drugs and Energy Drinks

Hands down the largest growing category in the beverage indusrty the last few years has been energy drinks. The caffeine- and sugar-laden drinks have become a $5.4 billion-a-year industry. Red Bull, Rockstar and Monster are the top selling brands and each one revolves around a similar concept; if it involves catching air on some sort of a board or bike, they're for you. As with any category (when the marketplace expands) the opportunity for new players comes along to cater to the niche consumers.

The Powerthirst spoof isn't that far from some brands actual marketing.


Sex sells. And Playboy is one of the most recognized brands in the world, their entry into the energy drink category gives consumers a taste of the lifestyle that has always been associated with the Playboy brand. Playboy's cousin from the south Hooters, is in the energy game also. Cans feature Hooter girls who work at the company, no doubt this drink will live up to the company tag, "Delightfully tacky yet unrefined." The adult film market is not without an energy drink to call its own. Deep Throat Energy boasts on its can "XXX-TREME ENERGY" and "Keep it up all night," forget innuendo they're banking that hardcore sex really sells.

Energy drinks already fight the stigma that they are bad for your health. Well remember the saying "Bad publicity is better than no publicity." Claiming to be 350% stronger than Red Bull, Cocaine Energy is redefining that old adage. Under pressure from the FDA they changed their name briefly but then changed it back. As a marketing stunt the name has attracted attention (mostly bad) and for a small few the novelty led to them trying it.

In an effort to differentiate themselves from the competition some brands are willing to try just about anything to create a buzz (pun #1). Most fall very flat (that’s pun #2). Some have no taste (pun #3, I promise that’s it). Seems like anyone can take the recipe and slap a sticker on the can and call it an energy drink. What this category is in sore need of is some innovation that will cross over many demographics. Until then I’m keeping my energy drink old school.

Coffee.

Black.

Juice up your brand

So here’s a concept: Let’s create an all natural healthy beverage for the on the go consumer that is packed with vitamins and a serving of vegetables.

Its called V8 and they thought of it in 1933!

Invented by W.G. Peacock, the original V8 is made mainly from tomatoes and the juices from seven other vegetables: Beets, celery, carrots, lettuce, parsley, watercress and spinach. Originally called "Vege-min 8." a grocer in Evanston, Ill., recommended he shorten the name to simply "V8." The product became a household name in the 1970s, when TV spots ran with the catchy tagline "I could have had a V8!". The problem was when you picture a V8 drinker you think of a 80 year old. That’s the point when a brand has to evolve or die off as their customers do.
Their plan was tap into the purchase power of the modern health conscious consumer, without losing their identity. The breakthrough was V-Fusion, a fruit + veggie blend that appealed to the tastes of the premium juice market. The equity in the V8 brand gives proof of the new product’s healthfulness and is packaged in an on-the-go bottle with vibrant colors. V-Fusion’s sales have been so successful supply has had trouble keeping up with demand.

Being healthy never goes out of style. And trusted brands will be winners in a competitive environment like the grocery store shelves. V8 is a great example of a brand taking its legacy and rolling it into a contemporary product to meet a demand in the marketplace.

Craftsmanship still matters to some

The three largest brewing companies account for 96 percent of the beer produced in the US. True beer lovers want a more interesting, flavorful and complex brew than the mass-produced canned fizz that is fed to you via advertising. Craft Brewers are more than happy to meet this demand. More than just beer geeks making beer in their garage, the industry has established a niche in the marketplace totaling $5 billion (industry dollar volume).

Competing with the big boys of the beer world is no small task. Many craft brews work hard to celebrate who they are as a brand, as anti-mass production beer, they have a healthy chip on their shoulder the appeals to the beer aficionados. Most would say they are “in it for the beer”, and you can taste the difference. San Diego based Stone Brewing puts it right out there with their Arrogant Bastard Ale, proclaiming “You probably won’t like it. Its quite doubtful you have the taste or sophistication to be able to appreciate an ale of this quality and depth. We would suggest that you stick to safer and more familiar territory – maybe something with a multi-million dollar ad campaign aimed at convincing you its made in a little brewery, or one that implies that their tasteless fizzy yellow beer will give you more sex appeal. Perhaps you think multi-million dollar ad campaigns make beer taste better. Perhaps you’re mouthing your words as you read this.”

A craft brewer produces less than 2 million barrels annually but they offer a product with soul. Brands with core values that believe in producing world-class, award winning beers. They promote an authentic beer culture and take pride in surpassing their consumers' expectations, they are role models for American small business. And they are in your backyard, most of us live within ten miles of one of the 1,463 craft brewers in the U.S. For many Americans beer is a way of life, and quality over quantity isn’t always their concern, but many craft brews have the ability to create brand loyalty for all the right reasons.

A Royal Flush

When I’m drinking wine, I swear it taste better when it has a cool name or a great looking bottle. I know its not right to judge a book by its cover but you can’t help it when you look at JAQK Cellars’ wines. Inspired by the Jack, Ace, Queen, and King in the deck of cards and the romance of the gambling spirit, they’ve created from scratch, a unique brand in a category where looks and reputation go a long way.

JAQK Cellars is what happens when two talented creatives who build brands everyday, set out to create their dream project. Katie Jain, and Joel Templin of Hatch Design crafted stunning bottles full of fun details and high-class production value. Each of the different varietals graphics feature elegant illustrations, fine-quality paper, embossing and etching. With the packaging setting the bar so high winemaker Craig MacLean took some of Napa’s best grapes and produced wine equal to the great bottles in which it is contained. The quality wine is what really helps set this brand apart, many great bottle design can just be putting lip-stick on a pig.

Do the math: 86 million people a year visit Las Vegas. The World Series of Poker is one of the most popular shows on TV. Now factor that last year wine (for the first time) out sold beer, to the tune of $162 billion. I’m “going all in” and saying JAQK sits in a niche that is going to be a big winner.

Pop vs. Soda

Call it what you will, but its worth $72 billion to the soft drink industry.