Beverage development is the innovative engine. It fuels category growth and ensures manufacturers are responsive and provide products that meet to consumer needs. They also need to focus their efforts on distinguishing their product from existing category offerings. Pivotal to this effort is the creation of a strong brand identity. Before creating the brand, a thorough understanding of the target demographics’ characteristics is necessary. Through market and consumer research, a successful brand will be relevant and will connect with consumers. Understanding and identifying an unmet need among the target segment will lead to a beverage development process that will define the brand attributes. For many people food and beverage development and branding can be an elusive field but it is the core of successful beverage development and marketing.

Branding

A brand is a combination of functional and emotional characteristics that define a certain image or personality. This in turn, drives a certain level of affinity—or usage—among a certain consumer base. This unique set of associations represents what a brand should stand for and implies a potential promise to the end user. Equally important is the brand image—a set of associations that reside in the mind of the consumer. Think of a brand as having a personality. Is it serious (stable), fun (exciting), alluring (mysterious), knowledgeable (informative), low key (comfortable) or bold (risk taking). If there are good insights about the target segment and the brand, then it should be easier to align the brand’s personality with your consumer. Conversely, being aware of what is ‘out of character’ for the brand allows for preemptive action that brings the brand back in line with its core attributes, thus avoiding confusion for the consumer. Finally, remember that a producer is a brand, and each product is a brand that must stand on its own, independent of the manufacturer. Powerade is a completely different brand than A&W root beer, and both of these are entirely different from the Coke the beverage, although all three brands are from the Coca-Cola Company.

Advertising

Commonly confused with marketing, advertising is the promotion of the product utilizing traditional media and non-traditional media vehicles outlets. Broadcast (television and radio), print (newspapers, magazines), Out of Home (outdoor billboards, transit ads, banner tows and skywriting), online advertising, collateral (leaflets, flyers) are all forms of paid advertising. Each medium has its purpose and costs will vary depending on the medium utilized and market coverage.

Promotion

Promotion can refer to an array of tactical programs that are more tangible and experiential. In-store promotion (sampling), special events (concert sponsorship) and guerilla marketing sampling are a few popular and effective ways to promote the brand. When considering promotion for beverage development, always consider how to reach the target, attract their attention, and inform them about the brand’s key attributes in a positive environment.

Public Relations

A Public Relations program is essential to launching and building a brand. A public relations effort leverages the media to highlight a product, an event, or a service for the benefit of their own consumer base. For example, sending a press release to a trade publication is in the interest of the publication, since they serve the beverage market community. As a benefit to their readers, a local newspaper may be interested in conducting an interview with a management representative, thereby providing a platform for positive news about the producer, a new product, a new distributor relationship, etc. Public relations can also play a supporting role as a follow up to a promotion. A review in a consumer publication about how a new product won a taste test against an established product can prove to be invaluable in creating interest in new product and incentivizing consumers to trial.

Beverage Package Design

Beverage packaging is the direct physical link between the brand and the consumer. Well-designed beverage packaging is essential in today’s competitive beverage business. The beverage label design must stand out from the competition and motivate consumers to give the brand a trial. Package design that breaks through the shelf clutter gives the product a strong competitive advantage. Beverage packaging is successful when it effectively communicates the, positioning, concept, and key elements behind the brand. Successful beverage packaging designs will ideally trigger an emotional connection with the consumer. Several procedures and activities work together during the beverage design process to ensure an effective product package. Job 1 is to address a consumer’s unmet need. In some cases, this may result in a new product establishing a niche market, for example a carbonated coffee drink. In other cases, a producer can determine, through research analysis if the competition is not adequately satisfying its consumers thus providing a window to exploit this opportunity. However, the process of beverage packaging is not completely scientific. There are many variables at play in beverage packaging. It is merely not enough to differentiate packaging. It must be relevant (by appealing to logic and creating an emotional response), unique (making it visually engaging and memorable) and useful (incorporating functionality and ease of use). Changing just one variable will result in a completely different brand image.

Differentation

There are a myriad of ways to differentiate beverage design and packaging. Some are time tested and others involve contemporary factors, such as trends. Two major elements that merit scrutiny include:

Color

Choose colors that communicate the benefits of the brand. If the product is natural or organic, it may utilize earth tones. If the product is energizing, it may want incorporate bold, bright colors. If the product has a berry flavor, use colors that people associate with berry.

Shape