You might think that a craft beer sitting on the shelves of a store that sells wine would stick out like a sore thumb, but not Alfaia's craft beer bottles.
In designing the identity for this beer, part of the challenge for Leo Burnett Lisboa was to come up with a backstory for the drink, since it just didn't have the history or soul that many of the other wines in the shop did. Playing off of the idea of Alfaia as a black sheep, it's described as "A beer that believes she’s a wine, yet remains unable to put a finger on why she still feels so different." The craft beer bottles borrow traits from a wine, including a cork that pops open like champagne and an aesthetic that's dark and alluring.
Upscale Beer Bottles
Alfaia's Craft Beer Bottles Borrow Traits from Upscale Wine
Trend Themes
1. Craft Beer Identity - Craft beer brands can explore creating unique identities that challenge traditional beer norms, borrowing traits from other industries like wine.
2. Blurring Industry Boundaries - The merging of different beverage industries, such as craft beer and wine, presents opportunities for innovative product concepts that cater to a wider range of consumer preferences.
3. Upscale Packaging Innovation - Innovations in packaging design, such as using corks that pop open like champagne, can elevate the perceived value and appeal of craft beer products, attracting discerning consumers.
Industry Implications
1. Craft Beer - Craft beer breweries can leverage the trend of upscale beer bottles to differentiate their products and tap into the premium segment of the market.
2. Wine - Wine producers can explore collaborations or new product lines that combine the characteristics of wine and craft beer, appealing to customers seeking unique beverage experiences.
3. Packaging Design - The packaging design industry can capitalize on the demand for upscale beer bottles by offering innovative solutions that blur the boundaries between different beverage categories.