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Messy Trajectory Marketing

48 Miles Later Beer Packaging Maps the Distance Between Breweries

— December 20, 2013 — Lifestyle
48 Miles Later ale is the result of a collaboration between Brewdog and Fyne Ales. The two breweries are separated from each other by that exact distance, along a scenic road that made the creation of this delicious dark beer possible.

Matt Burns Design pulled many different ideas into the making of the unique labels, with inspiration from the makers' mottoes, their relationship to each other and from the all-important Scottish landscape. It was decided that visual contrast would be established with the choice of bright white stickers. Upon these, the concept of the rough route was printed using black ink and a roller. 48 Miles Later packaging is raw and abstract and succeeds in fostering intrigue about the product.
Trend Themes
1. Collaborative Brewing - The trend of breweries collaborating to create unique product offerings like 48 Miles Later presents opportunities for disruptive innovation in the beer industry.
2. Artistic Labeling - The artistic and abstract labeling of craft beers like 48 Miles Later highlights the trend towards creative and visually appealing packaging designs in the beverage industry.
3. Scenic Route-based Products - Products like 48 Miles Later that are inspired by specific scenic routes present opportunities for innovative marketing and branding strategies.
Industry Implications
1. Craft Beer - The craft beer industry can leverage the trend of collaborative brewing to produce unique products like 48 Miles Later, as well as focus on visually appealing and artistic labeling designs to differentiate themselves in a crowded market.
2. Packaging Design - Creative and abstract packaging designs like the label on 48 Miles Later highlight opportunities for disruptive innovation in the packaging design industry and can differentiate a brand in a crowded market.
3. Tourism - Scenic route-based products like 48 Miles Later can be leveraged by the tourism industry as unique and interesting souvenirs, highlighting the opportunity for innovative product offerings in this market.
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