Packaged to look like bottled water, Smirnoff Source tastes like vodka with a hint of citrus, but is actually a malt beverage. It is being marketed as an alternative to light beers; it is lighter in taste, calories, carbonation, and alcohol. It's also lighter than other malt beverages on the market weighing in at a whopping 3.5% alcohol content. The only thing that's not light about source is its pricetag. Four packs are being sold for about $10.
Key Themes Behind This Trend
- Low Alcohol Beverages
- Opportunities to create more alcohol alternatives like Smirnoff Source with lower alcohol content and lighter taste.
- Disguised Packaging
- Disguising alcoholic products as non-alcoholic products may be an innovative way to attract non-alcoholic drinkers or reduce the stigma associated with alcoholic products.
- Affordable Premium Beverages
- Opportunities to create affordable low-alcohol premium beverages, like Smirnoff Source, targeted at health-conscious consumers.
Where This Applies
- Alcoholic Beverages
- Alcoholic beverage manufacturers can create light and low-alcohol products using disguised packaging and attractive pricing to target consumers seeking healthier options.
- Non-alcoholic Beverages
- Non-alcoholic beverage manufacturers can explore creating light alcoholic beverages with disguised packaging to attract new audiences.
- Packaging Industry
- The packaging industry can innovate to meet the demand for disguised packaging for alcohol products as they become more popular among health-conscious consumers.
