Five Drinks Co. Creates Ready-to-Drink, Simple Cocktails
Laura McQuarrie — August 17, 2019 — Lifestyle
References: fivedrinks.co & brewbound
Five Drinks Co. is a new venture co-founded by former Anheuser-Busch InBev executive Felipe Szpigel that's on a mission to share simple cocktails with consumers in a ready-to-drink canned format.
Five Drinks' motto of "Less isn’t more. It’s right," isn't just a reflection of the fact that it creates products with five ingredients or less but also a nod to its 6.8-ounce cans, a representation of the average cocktail pour, which is less than the standard 12-ounce canned cocktail size.
Five Drinks' marketing continues to play up the themes that involve simplicity and the number five, as the front of its cans list all the ingredients used and the brand says that "It didn’t take us longer than five seconds to make our logo."
Five Drinks' motto of "Less isn’t more. It’s right," isn't just a reflection of the fact that it creates products with five ingredients or less but also a nod to its 6.8-ounce cans, a representation of the average cocktail pour, which is less than the standard 12-ounce canned cocktail size.
Five Drinks' marketing continues to play up the themes that involve simplicity and the number five, as the front of its cans list all the ingredients used and the brand says that "It didn’t take us longer than five seconds to make our logo."
Trend Themes
1. Simple Canned Cocktails - Creating ready-to-drink cocktails with five ingredients or less in a canned format presents an opportunity for disruptive innovation in the beverage industry by catering to consumers’ demand for convenience and unique flavors.
2. Miniature Cocktail Cans - Producing canned cocktails that are smaller than the standard size presents an opportunity for disruptive innovation in the alcohol industry by targeting those who want to enjoy a cocktail without overindulging.
3. Ingredient Transparency - Emphasizing the use of few ingredients and listing all of them on the can presents an opportunity for disruptive innovation in the food and beverage industry by catering to consumers who seek transparency and simplicity in their purchases.
Industry Implications
1. Beverage - Creating canned cocktails using a simple ingredient list with unique flavors presents an opportunity for disruptive innovation in the beverage industry by catering to consumers’ demand for convenience and portability.
2. Alcohol - Producing miniature cans of cocktails presents an opportunity for disruptive innovation in the alcohol industry by appealing to consumers who want to indulge in a cocktail without overindulging.
3. Food and Beverage - Emphasizing the use of simple ingredients and listing them on packaging presents an opportunity for disruptive innovation in the food and beverage industry by catering to consumers’ demand for transparency and simplicity in their purchases.
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