Jones Soda Co. recently teamed up with 7-Eleven to produce a premium soda line. Over the past few years, 7-Eleven has made significant efforts to offer more premium products in addition to its standard convenience store fare. Now the chain will offer craft sodas that are not available at any other retail outlets.
The premium soda line is called '7-Select Crafted by Jones' and it consists of five exclusive new flavors. These flavors range from tropical concoctions such as Twisted Citrus to fruity favorites such as Bluesberry Smash. Like other Jones Soda products, each soda is made with natural flavors and sweetened with cane sugar.
To promote the new sodas, 7-Eleven and Jones' are taking new flavor suggestions and photo submissions over social media. By adding the hashtag '#7SELECTxJONES' to a post, consumers can help to influence the taste and look of future 7-Select products.
Key Themes Behind This Trend
- Premium Convenience Store Offerings
- Creating premium product lines exclusive to convenience stores provides an opportunity to attract new customers and differentiate from traditional convenience store fare.
- Collaborative Product Development
- Partnering with popular brands can lead to unique product offerings and increased customer engagement.
- Consumer-driven Innovation
- Involving consumers in product development through social media can generate buzz and create a sense of ownership.
Where This Applies
- Convenience Store
- Convenience stores can capitalize on the trend of offering premium products to attract a wider range of customers.
- Beverage
- The beverage industry can explore partnerships with convenience stores to create exclusive and innovative product lines.
- Social Media
- Social media platforms can be leveraged to gather consumer feedback and involve them in product development processes.
