As more of our favourite brands are entering the RTD category, we have seen a premiumisation of RTDs. From our spirit and mixer canned drinks containing more craft and care in the creation of the perfect spirit and bespoke mixer combination, such as the Four Pillars Rare Dry Gin & Tonic, to ready-to-serve cocktails using natural and more high-end ingredients, as the Curatif espresso martini displays – spirit from Archie Rose combined with Seven Seeds coffee.
While we see experimentation and innovation in the liquid, we need to acknowledge the opportunity available to innovate in other aspects of the consumer experience.
The consumer experience encompasses there tail store where consumers encounter your products. Your display, whether it be on shelf or on a countertop, are engaging and speaking to your audience. We’ve seen slimline cans or glass bottles, but we’ve also encountered novelty in some products presentation, whether it be the plastic test tube cocktail mixers, or premixed shots in vac-sealed bags – all these options becoming an extension of your brand.
I understand there could be concern that this novelty or inventiveness could get in the way of the actual drink, but we can follow the example set by Newtown’s Continental Deli and their tinned cocktails. Although I have no doubt that there have been some party goers in the past drinking a Mar-tinnie directly from the can, most drinkers would be pouring this into their own chilled glass and lovingly garnishing their cocktail at home. The fun tinned cocktail format provides easy transport and storage of the cocktail, but more importantly, instant brand recognition in any environment. Amongst an increasing selection at any bottle shop, these cans stand out on a crowded shelf.
The truth is, consumers are becoming more conscious of what they’re drinking, more knowledgeable on what they enjoy and staying loyal to brands they have amazing experiences with. Overlooking the chance to engage with your audience by crafting packaging just as unique as your liquid is a big miss.
