Boxed cocktails are gaining in popularity due to their convenient packaging. Last year, Global Brands—the mastermind behind the playful All Shook Up cocktail series—debuted a new packaging for one of its best-selling products. Two flavors from the range, namely the Passion Fruit Martini and the Flamingo Colada, were made available as boxed cocktails in UK supermarket chain Tesco.
The boxed cocktail format is specifically designed to "target outdoor occasions including festivals and barbecues." In addition, Global Brands emphasized the importance of aesthetic-forward design as the company wanted to make "the bag-in-box pack [...] fit for any table centerpiece or Instagram feed." In other words, shareability on social media was a key concern of the brand when deciding on the style of the boxed cocktails and as a result, the 4.5% ABV beverage draws consumers in with playful illustrations and vibrant colors.
Playfully Illustrated Boxed Cocktails
Global Brands Launched New Packaging for Its All Shook Up
Trend Themes
1. Boxed Cocktails - The rise of boxed cocktails encourages the development of innovative packaging solutions that cater specifically to outdoor events and festivals.
2. Aesthetic-forward Design - The increasing importance of shareability on social media demands novel and visually striking designs for consumer products, such as the playful illustrations and vibrant colors on Global Brands' All Shook Up boxed cocktails.
3. Convenient Packaging - The demand for easy-to-use and transportable beverage containers fosters the development of new and improved packaging technologies that meet the needs of consumers seeking convenience and practicality.
Industry Implications
1. Alcoholic Beverages - Innovative packaging solutions, like the boxed cocktail format, open up opportunities for alcoholic beverage manufacturers to expand their product lines and cater to new consumer segments.
2. Food and Beverage Retail - Retailers seeking to attract consumers interested in convenient food and beverages for outdoor events and festivals could benefit from offering boxed cocktails, and may find success through unique collaborations with manufacturers in the alcoholic beverage industry.
3. Packaging - As the demand for convenient and practical beverage packaging increases, companies specializing in packaging technologies may find opportunities to develop innovative solutions, such as aesthetic-forward designs and eco-friendly materials, that meet the needs of consumers and manufacturers alike.