What is the trend of limited-edition beverages?

Opportunity to create new and unique flavors tied to specific events or themes.

What is the trend of virtual events and campaigns?

Opportunity to engage consumers with creative virtual experiences.

What is the trend of color-changing packaging?

Opportunity to incorporate innovative packaging designs that enhance the consumer experience.

What are the implications for the alcoholic beverages industry?

Disruptive innovation in the creation of limited-edition beverages that resonate with consumers.

What are the implications for the marketing and advertising industry?

Disruptive innovation in the development of virtual events and campaigns that capture consumer attention and engagement.

What are the implications for the packaging industry?

Disruptive innovation in the design and implementation of color-changing packaging that adds novelty and excitement to products.

Patriotic Hard Seltzers : Smirnoff Red, White and Berry Seltzer

Patriotic Hard Seltzers

#HangOutFromHome Advertises Smirnoff Red, White and Berry Seltzer

Laura McQuarrie — April 27, 2020 — Marketing

References: smirnoff & thespiritsbusiness

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In 2016, Smirnoff created a limited-edition Smirnoff Red, White and Berry Vodka to coincide with the US presidential election and it is now releasing a new take on the beverage with Smirnoff Red, White and Berry Seltzer. The beverage combines cherry, citrus and blue raspberry flavors in a color-changing can.

Although people look forward to enjoying refreshing summer beverages during outdoor gatherings with friends and entertaining events, Smirnoff's #HangOutFromHome campaign reminds people to enjoy and get connected to others while staying home. As part of the campaign, Smirnoff even created a series of downloadable virtual backgrounds. The campaign starring Laverne Cox, Dave Bautista, Diane Guerrero and Megan Rapinoe was shot months ago and creatively reimagined to communicate a more timely message.

Trend Themes

Limited-edition Beverages — Opportunity to create new and unique flavors tied to specific events or themes.
Virtual Events and Campaigns — Opportunity to engage consumers with creative virtual experiences.
Color-changing Packaging — Opportunity to incorporate innovative packaging designs that enhance the consumer experience.

Industry Implications

Alcoholic Beverages — Disruptive innovation in the creation of limited-edition beverages that resonate with consumers.
Marketing and Advertising — Disruptive innovation in the development of virtual events and campaigns that capture consumer attention and engagement.
Packaging — Disruptive innovation in the design and implementation of color-changing packaging that adds novelty and excitement to products.

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