'Get Hard Alcoholic Beverage,' or just 'Get Hard,' is a new drink pilot on Kickstarter that hopes to amend the stigma around flavorful cocktails. Many adult and male beer drinkers do not partake in sweet cocktails such as long island iced teas due to these drinks being perceived as for the younger generation or for more feminine drinkers.
Get Hard has designed its cans to appear strong with the use of heavy fonts, dark colors, and innuendo in its name. The initial product offering for Get Hard will consist of five alcoholic cocktails. These cocktails will be a Black Russian, an Espresso Martini, a Long Island Iced Tea, and a Pina Colada. The alcohol-by-volume in these beverages ranges from 4.8% to 7%, so they are not lighter or weaker than many other alcoholic beverages.
While Get Hard aims its products at adults and males, it does not exclude women from its audience, stating that these drinks are simply meant to provide an alternative for those who are not comfortable with bright, soft cocktails.
Male-Targeted Canned Cocktails
'Get Hard' Alcoholic Drinks are Designed to Break Cocktail Stigmas
Trend Themes
1. Masculine Canned Cocktails - Brands can create canned cocktails with a masculine design and flavors to appeal to adult and male beer drinkers who are not comfortable with sweet, feminine cocktails.
2. Alternative Cocktail Options - Brands can offer new alcoholic cocktail options that provide consumers with an alternative to the traditional sweet cocktails and target specific demographics.
3. Innuendo Marketing - Brands can use innuendo in marketing to appeal to adult audiences who appreciate humor and playfulness in their alcoholic beverage choices.
Industry Implications
1. Alcoholic Beverage - Alcohol brands can create and market new canned cocktails with a traditional masculine design and flavors that cater to the adult and male beer drinking market.
2. Marketing and Advertising - Agencies can integrate clever innuendos in their marketing strategies to attract adult consumers who have a playful and comedic disposition.
3. Packaging and Design - Design agencies can create packaging that appeals to adult and male beer drinkers with the use of dark colors, heavy fonts, and innuendo to emphasize the strength and masculinity of the product.