Beverage Development

Beverage development is a innovative engine. It fuels category growth and ensures manufacturers are responsive to consumer needs and provide products that meet these needs. Beverage developers looking to succeed in the beverage industry will need to focus their efforts on distinguishing their product from existing category offerings. The most important thing to consider when about developing a beverage is creating an identity, also known as a branding. Before creating the brand, identify the target demographic. Once know the target, develop a beverage that will connect and speak to consumers in the target demographic. The target demographic may dictate everything from design to flavor. Understanding who are selling to is the first step in successful beverage development. Once have a target demographic. Build the brand around the target. For many people food and beverage development and branding can be an elusive field but it can be an essential part of beverage development and marketing. Branding To develop a beverage need create a flavor, a name and a brand. A brand connects with the target demographic. Think of branding as the product’s personality. Is it serious, Fun, Informative, Sexy, Comforting, or Loud? Once have come up with the branding, the product’s personality, identify alignment with the products personality. Conversely, consider what might be out of character for the brand, in other words what would not it do. Once have decided on the brands personality, promote it and never waiver from the core. Advertising Commonly confused with marketing, advertising is the promotion of the product utilizing traditional media outlets and the Internet: Out of home, print including magazines and newspaper, television radio and internet. Promotion Promotion can refer to an array of techniques: In-store promotion, event promotion, and guerilla sampling are a few popular and effective tactics to promote the brand. When considering promotion for beverage development, always consider how are going to reach the target audience and what are going to say that will both catch their attention and inform them about the brand’s key attributes. Public Relations Public Relations are a great complement to a good marketing plan. Think of it as the stealth or secret ops marketing team. Feeding the brand and message to the media can gain traction. Garnering articles and press clippings spreading the newly developed beverages message. There are many factors that will contribute to a brands success but a good place to start when want to develop beverages is to develop a brand and then look at options for marketing and sales to communicate the brands unique personality. Beverage Package Design Beverage packaging is the direct physical link bet en 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 compel consumers to pick the brand up, learn more about it, and ultimately make a purchase. Package design that breaks through the on-shelf clutter gives the business a strong competitive advantage. Beverage packaging is successful when it effectively communicates the branding, positioning, concept, and key elements behind the brand. Successful beverage packaging designs have the product directly trigger the emotions of the consumer; it helps someone fall in love with a product and become a loyal brand user. Great beverage packaging adds an emotional connection that convinces a consumer to buy the product. There critical steps can take in the beverage design process to ensure the beverage packaging is a success. The first step is to understand the market and the competition. Examine why products have succeeded on the shelf, how consumers respond to them, and possible improvement. While it is crucial to find out what the competitors do, it is equally important to find out what they do not do. Consider whether a reason exists for why competitors do things a certain way. Why do they always use that same bottle shape? Does it use the same colors, or a certain size? Find that out now, before beginning any initial beverage package design, as this will lead to fewer problems in the future. By examining where the competitors are lacking, can be sure the beverage packaging grabs attention, rather than blending in. In the beverage industry, the beverage packaging is the first thing that most consumers will see. Package design can set the brand apart from the competition; effectively communicate the branding and the key marketing messages that support the brand. So how do differentiate the beverage packaging? How will it be unique? What will be so special about it? There are myriad ways to differentiate the designs. Here are some of the most important, time-tested methods, as well as the most popular factors in the packaging world today: Color Choose colors that communicate the benefits of the brand. If the brand is natural or organic may want to feature shades of green and earth tones. If the brand is energizing may want to feature bold bright colors. If the brand has a berry flavor, use colors that people associate with berry. Color is not only an effective way to set the product apart from the completion but also a way to communicate the brand’s benefits. Shape Uniquely shaped beverage packaging is a great way to have the brand stand apart from the competition. Packaging with a distinct shape has a certain quality that makes want to pick it up and play with it.