It used to be that beer came in a glass, can, bottle, or keg. End of discussion. Today it seems as if the packaging gets almost as much attention as the liquid itself, if not more. Special cans turn color when the beer is cold. Some bottles are funky too, with one brand featuring a special vortex neck meant to improve taste. Don't want a keg? Try a "home draft" that fits in your fridge.
What the big brewers call innovations some call gimmicks, and they are hitting the market so often that one small brewer decided to poke a little fun. Breckenridge Brewery in Colorado is pouring its slim ad budget into a local campaign that touts a "proprietary cold test ," which consists of the head brewer touching a bottle of Summerbright Ale and deadpanning: "It's cold." Another spot plugs Avalanche Ale's "gravity-activated pouring" bottles: "When you tip it, beer goes straight in your mouth. When you tip it back, the beer stops flowing."
Jokes aside, the fact is packaging changes usually work, bringing attention to big brands that are battling economic headwinds and new competition from upstart craft brewers, said one expert. "When your brands are trending down several years running and craft brewers are getting all the talk and attention, you turn to package innovations -- or what some would call gimmicks -- to generate excitement in the trade and with drinkers," said Harry Schuhmacher, editor of Beer Business Daily. "Anything to break through the clutter. It usually works, particularly if the innovation reflects back on the brand's core message."
Indeed, brewers often make the packaging the focus of ads, like Heineken USA, which today rolls out a TV spot to promote its "tactile" can, featuring special raised ink. Meantime, Michelob Ultra is stuffing golf balls into packs of beer in a Father's Day promotion. With so much on the market, Ad Age decided to take a closer look.
Pioneered by Coors and Coors Light and later copied by Busch Light, special ink on bottles and cans turns a special color when the beer is sufficiently cold.
Why It Works: It's hard to argue with sales numbers: Coors Light continues to gain share pushing its "cold refreshment" message.
Why It Doesn't: As Breckenridge says, whatever happened to simply touching the can?
Special Miller Lite bottles come with swirling grooves in the neck, meant to improve taste.
Why It Works: Supposedly unlocks flavors and aromas in the beer by aerating as it pours, building on Lite's longtime "taste" positioning.
Why It Doesn't: Some are calling it B.S., like beer aficionado website newyorkaleproject.com, which says "you're drinking straight out of the bottle, so you'd obviously miss any aroma."
Miller Lite pints have resealable screw caps. Not to be outdone, Bud Light this year introduced aluminum bottles (the caps are not resealable) including one with an NFL Draft theme.
Why It Works: Take a sip. Reseal. Take a sip. Reseal. You can't do that with cans or bottle caps.
Why It Doesn't: Ask Coors Light, which temporarily discontinued its pints, citing taste and supply issues.