CARTILS | SpiritsWatch 2013


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intrinsic and extrinsic trends in the spirits category from 2013, as researched by CARTILS | Branding & Packaging Design Consultants

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CARTILS | SpiritsWatch 2013

  1. 1. 2013 This content is intended for people of legal drinking age (and shouldn’t be shared with those who are not)
  2. 2. CARTILS & SPIRITS CARTILS Branding & Packaging Design Consultants has been active in the international spirits market since 1960. In order to deliver up-to-date design work and branding advice, we constantly keep up with the trends and developments in this category. This presentation by CARTILS provides you with an overview of the recent developments - either intrinsically or extrinsically driven - and their reflections in packaging design. All developments are connected to shifting consumer preferences. These preferences seem to have similar influence on the different types of spirits products, whereas at the same time these sub-categories reveal their own dynamics.
  4. 4. In this category, shifting consumer preferences form the basis for the rise of new products and subcategories. On one side, experienced drinkers are attracted by enhancing product characteristics. Opposite to this, product characteristics are changed or even denied to attract new drinkers. Experienced drinkers – Enhance product characteristics New drinkers – Change / deny product characteristics
  5. 5. Exploring connoisseurs are seeking for more authentic and high qualitative spirits - better ingredients - crafted process - authentic recipes Experienced drinkers – Enhance product characteristics New drinkers – Change / deny product characteristics
  6. 6. Exploring connoisseurs are seeking for more authentic and high qualitative spirits - better ingredients - crafted process - authentic recipes Experienced drinkers – Enhance product characteristics Fun lovers are looking for accessible and enjoyable spirits experiences for every moment - different flavours - lighter products - category crossings New drinkers – Change / deny product characteristics
  7. 7. EXPLORING CONNOISSEURS − small batches − special barrels − master blenders − vintage editions − new world whiskeys − organic processes
  8. 8. Small batches There is a further expansion of consumers’ need for authentic products, resulting in an increasing popularity of small batch spirits, mainly handcrafted. There are two different approaches: 1. Small batch brands are launched, creating a whole new category code. Designs show pharmaceutical bottles and handwritten labels. 2. Established brands are introducing small batch line extensions. Designs are in line with the existing presentations.
  9. 9. Special barrels (1) During production, whiskey is matured in barrels. An ongoing trend is finishing whiskeys in special barrels, like ones that were already used to mature red wine or sherry. Also the total number of casks used during maturation is increasing. Newer are extreme barrel types, like used for Jameson Select Reserve. This distillate is matured in black, flame-charred American oak casks. Special barrels are even used as a myth. Apparently devils trapped in a cask give whiskey a unique flavour, see Jim Beam Devil’s Cut: Red wine Sherry Tripple cask Black, flame-charred Devil’s cask
  10. 10. Special barrels (2) Not only the whiskeys are finished in (special) barrels, increasingly this process is also used to mature rums, gins and vodkas. Hereby, mainly ‘normal’ oaks or sherry oaks are being used. ABSOLUT vodka has launched Absolut Amber; a new oak-aged expression: Rum Vodka Gin
  11. 11. Master distillers (1) Special recipes, mainly from the founders of the brands, are introduced as premium blends. This contributes to more authentic and special brand images. Chivas Regal pays tribute to the pioneering art of blending and the Chivas house style, created by James and John Chivas in the mid 1800’s Beefeater Burrough’s Reserve uses the original Beefeater recipe refined by Beefeater’s founder James Burrough in the 1860’s Jack Daniel’s Master Distiller honors its very first master distiller: Mr. Jack himself, see:
  12. 12. Master distillers (2) Also famous blenders/ mixologists from today are creating unique blends for well-known brands. These blenders also deliver high qualitative and unique products. The Johnnie Walker Directors Blend is created by Johnnie Walker’s master blender Jim Beverage. ABSOLUT Craft is born in a partnership with the re-knowned bartender and mixologist Nick Strangeway. Tanqueray master distiller Tom Nichol has recreated the Tanqueray Malacca gin:
  13. 13. Vintage A vintage spirit focusses around the year in which the spirit, most often with high quality ingredients, was produced. Vintage editions are more common in the whiskey category, although in white spirits there are some brands introducing these kind of variants as well.
  14. 14. “New world whiskeys” Both whiskey and whisky build upon their competent origins. Upcoming are “new world whiskeys” originating from more unexpected regions like England, Czech Republic, The Netherlands, and Manhattan (USA). NL Manhattan CZ UK
  15. 15. Organic processes Consumers are getting more and more interested in organic food and drinks. Especially, the white spirits category responds to this by introducing organic variants. In comparison with organic food, this category has a young and hip character. Dominated by edgy designs and differentiating bottle shapes. Its seems that the USP ‘organic’ is mainly reflected as textual endorsement and not resulting in a specific visual category coding. For example Prairie is made with respect from seed to glass:
  16. 16. FUN LOVERS − flavours: − herbs, vegetables and fruits − sweet − spicy − light spirits − category crossings − ready-to-drinks (RTD)
  17. 17. Herbs, vegetables and fruits In the previous century, Russia started to introduce flavoured vodkas (mainly with peppers, lemon and cranberries). Nowadays, especially white spirits are globally launching ranges of flavours. IRI data reveals flavours are growing faster than regular vodka, generating 21% of total dollar growth in the category. Relatively new are vegetable and herb flavours. Flavoured whiskeys are upcoming, mainly offering fruit flavoured variants. Even sub-brands for whiskeys are brought into the market, like Red stag (Jim Beam):
  18. 18. Sweeter flavoured It seems that sweet and spicy flavours are introduced to appeal to opposite consumer preferences. Sweetening is an attractive way for spirits to create a more accessible taste. Sweeter flavours are created by adding honey, maple syrup or caramel. Apparently, an extra reason for adding honey to vodka is that it solves the issue of bartenders experiencing honey sticking to the bottom of a glass. Jack Daniels introduced the brand’s first flavoured variation, for the younger fun loving audience:
  19. 19. Spicy flavoured Opposite to the sweeter flavours, spicy flavours are also increasing in popularity. The second most selling rum (Captain Morgan) is a spiced rum. Its success caused new spiced rum variants to be introduced, like The Kraken: Spicy flavoured whiskeys are also a big trend. These variants are breaking down the traditional and static whiskey design language. Spicy designs are much more dynamic and edgy. Spicy flavoured vodka is not new, but still relevant challenging consumers in their taste experience:
  20. 20. Crazy flavours An extreme expression of adding flavours is shown by the vodka category, which seems to test the limits of flavour sophistication with the most bizarre variants. In brown spirits, these crazy flavours are not detected yet.
  21. 21. Light spirits A healthy lifestyle is still very important for consumers. Alcoholic beverages are seen as fat making products, however still preferred to be enjoyed. Light variants have been brought into the market to meet the consumer wish for low calorie enjoyment. This trend especially targets women and is therefore mainly seen in the white spirits category, with its more feminine character. Smirnoff is offering a collection of lower-cal flavored vodkas under the new Sorbet Light label: And Skinnygirl even launched a low-calories brand:
  22. 22. Category crossings (1) The spirits category is a very competitive sector. To create a wider variety of consumption moments and to possibly attract new consumers, brands are trying to get closer to other categories (for example liqueurs and wine). ABSOLUT TUNE brings a combination of a fruit-forward Sauvignon Blanc and ABSOLUT: Courvoisier Gold is crafted with a delicate blend of Moscato wine from the South of France and Courvoisier’s cognac. (Sparkling) wine Coffee liqueurs
  23. 23. Category crossings (2) Whiskey is moving towards the vodka category by introducing colourless variants. White whiskeys have been a huge trend for several years, mostly led by the craft distilling movement. The small batch distillers couldn't afford to wait for their whiskeys to fully mature before selling them, so they all started selling young, barely or not-at-all-aged spirits. The trend became so big that the major brands couldn't ignore it. Even Jack Daniel’s and Jim Beam released young/ un-aged whiskeys at the end of last year, see video:
  24. 24. Ready-to-drinks (RTD) RTD is already an ongoing trend for several years in the vodka and rum categories, aiming at attracting especially younger consumers. In the whiskey category, RTD is currently getting more popular. In this way distillers try to create a more easy and accessible drink allowing consumers to get acquainted with the whiskey category.
  26. 26. Current consumers want to experience the product. This results in a more 360° approach to packaging design: − collaborations − collector’s items − printing techniques − luminous bottles − night life bottles
  27. 27. Collaborations (1) Similar to other drink categories, spirits brands collaborate with famous iconic designers to create special editions. Diageo has unveiled the Johnnie Walker Blue Label Limited Edition Collection designed by Alfred Dunhill. ABSOLUT Vodka has teamed up with Loren Cronk, a denim fashion designer, in a new collaboration that celebrates the iconic fabric.
  28. 28. Collaborations (2) Gordon’s has recently unveiled two limited edition collections which are the result of collaboration with Sir Terence Conran. The first is a celebratory ultrapremium ‘Ten Green Bottles’ series, which features the designs printed on 100% cotton fabric and hand-stitched to create a tight fitting bodice around the bottle. The second ‘popular’ and more affordable collection is called ‘Ten Green Bottles by Conran’:
  29. 29. Collector’s items White spirit brands are introducing exclusive limited editions. These presentations are expensive due to their materials, finishing, or because of their famous designers. Also in the whiskey category expensive limited editions have been brought onto the market. Compared to white spirits, the product itself makes the price. These are very old whiskeys which have become true collector’s items.
  30. 30. Unique printing techniques ABSOLUT engineered a new production process, which gives the possibility to create an almost unlimited amount of different bottle designs. Last year this resulted in ABSOLUT Unique, a range of single oilcoloured designs. This year ABSOLUT unveiled ABSOLUT Originality. This collection features four million individually designed bottles, each made into a one-of-a-kind work of art with a drop of cobalt blue infused into the molten glass during production:
  31. 31. Special inks Thermal Ink Jose Cuervo’s Grito De Colores is a bottle illustrated with thermal inks. The bottle wraps change colour from an outline (during room temperature) to a full bloom colour version at a colder temperature (when stored in a freezer and served). Glow-in-the-dark ink Coven and Stolichnaya have created bottles with glow-in-thedark ink. When the lights go out, the exclusive bottles release a pattern which is not seen in daylight.
  32. 32. Illuminated bottles There are two different ways to bring light into bottles: LED light The bottles come with a single use LED encased in waterproof plastic, which will fully light up the bottle when switched on, for example award winner Cavôda: Led system Using LED technology, an electronic band of bright blue lights secured to the upper part of a bottle of Medea can be programmed to display scrolling messages, see:
  33. 33. Night life presentations Chivas Regal and Tanqueray have introduced special bottles for party nights. Typically such occasions are dominated by premium white spirits such as vodka, tequila, and champagne, but Chivas Regal Night Magnum and Tanqueray Tonight’s Edition can challenge this competition.
  34. 34. SUMMARY
  35. 35. INTRINSIC DESIGN DRIVERS Authentic Accessible More premium Surprising/ challenging Special/ unique Lighter New origin/ heritage Every/ new moments Exploring connoisseurs – Enhance product characteristics Fun lovers Change/ deny product characteristics
  36. 36. EXTRINSIC DESIGN DRIVERS Experience focused 360° approach
  37. 37. You have just been inspired by the CARTILS|Spiritswatch 2013. Please do contact our strategic team at CARTILS for more information: Lianne van den Berg-Weitzel MSc, strategy director Joske van de Pijpekamp MSc, brand strategist The images used in this presentation are screenshots or other images that were available on the Internet. As such, the copyright for them is most likely owned by the company or corporation that produced it. For the composers of this presentation it was impossible to retrieve all these copyright owners and ask for permission to use the imagery. Images are used purely to illustrate this observation of market trends and were taken from publicly accessible sources. If any party feels treated disrespectfully or abused by our approach, please contact us at: