Beverage World - March 2011 - (Page 28)
NORTH AMERICA The People’s Choice
Just when you think you’ve seen it all—along come this year’s big ideas. By Andrew Kaplan, Jennifer Cirillo and Heather Landi
The people have spoken and the result is White Out, the newest variation of Mountain Dew. White Out was born from Pepsi’s DEWmocracy 2 program, which invited Mountain Dew fans to become part of the innovation process and co-create new flavors of Mountain Dew. The winning flavor, Mountain Dew White Out, was released as a permanent member of the Mountain Dew brand in October 2010. This promotion was US-only and White Out is only available in the US at this time.
he pace of innovation may have slumped a bit due to the economy, but on the following pages you will see that it certainly has not stopped. For this year’s Global Innovations Report, the editors at Beverage World have found some creative new beverages, ads, packaging and more from around the globe that prove just that—innovation remains strong. More so than in years past, we also noticed a greater representation from the smaller beverage companies, which has brought some interesting and buzz-worthy additions to the round-up this year by focusing on getting the attention of the one person with all the power: the consumer.
This past fall, Heineken launched the STR Bottle, an aluminum bottle that, when viewed under the black light of a club, illuminates to reveal a hidden pattern of stars and trails. In addition to its interactive black light properties, the 16-ounce STR Bottle displays a progressive European design, indicative of the upscale style and attitude of Heineken’s consumer. “The STR Bottle’s fusion of sophistication and design delivers an innovative, stylish appearance that is extremely relevant to consumers in today’s high-end nightclubs and will help drive incremental sales of Heineken onpremise beginning this September,” said Filip Wouters, vice president of marketing for Heineken USA.
Aglow in the Night
The sound of a beer bottle being opened sometimes can be music to one’s ears, but one designer found a clever way to literally make sweet music out of beer bottles. Called the Southern Bells six-pack, the carton is designed to be recycled as a makeshift xylophone. By unfolding the six-pack, the bottles can be arranged in a musical line and the back of each bottle gives instructions for musical key making. After finishing the beers, consumers just fill each bottle with water up to the appropriate level to produce that particular note when struck. The carton even comes with special batons made from the corks from the bottle tops. Two six-packs of Southern Bells can make a full octave.
Music in a Bottle
Long beer lines might be a thing of the past as the Bottoms Up Beer Dispensing System, which fills cups from the bottom, is now being used at 30 venues across the country, including NFL football and MLB baseball stadiums. According to GrinOn Industries, the company started by entrepreneur and inventor Josh Springer, the system can fill 56 cups of beer per minute and has helped increase beer sales at venues where it’s used.The secret is a thin, circular magnet that seals a hole at the bottom of the cup. When the cup is on the dispenser, the magnet raises and the beer flows in. When the filled cup is lifted, the magnet drops back into place.
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Table of Contents for the Digital Edition of Beverage World - March 2011
Beverage World - March 2011
The Craft Beer Market in Chile and Argentina
Update on Beer Excise Tax • Oskar Blues Grows 60 Percent • A New Microbrewery Opens in Boston
On the Page
Here’s to You
Cover Story: Arrogant? Not Really
Exclusive Data: Truck Trends Survey
Mt. Shasta Spring Water Co.
Packaging: Craft Beer in Cans
Merchandising: The New Beer Bar
R&D: Craft Beer Ingredients
Production & Plant: Profiles in Production- Boulevard Brewing
Operations Observations: Breweries- Change & Challenge
Supply Chain: Third Party Logistics
Fleet of the Month: Deer Park Direct
Beverage World - March 2011