Trend Huntress — July 20, 2007 — Lifestyle
References: usatoday
Packaged to look like bottled water, Smirnoff Source tastes like vodka with a hint of citrus, but is actually a malt beverage. It is being marketed as an alternative to light beers; it is lighter in taste, calories, carbonation, and alcohol. It's also lighter than other malt beverages on the market weighing in at a whopping 3.5% alcohol content. The only thing that's not light about source is its pricetag. Four packs are being sold for about $10.
Trend Themes
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Low Alcohol Beverages — Opportunities to create more alcohol alternatives like Smirnoff Source with lower alcohol content and lighter taste.
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Disguised Packaging — Disguising alcoholic products as non-alcoholic products may be an innovative way to attract non-alcoholic drinkers or reduce the stigma associated with alcoholic products.
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Affordable Premium Beverages — Opportunities to create affordable low-alcohol premium beverages, like Smirnoff Source, targeted at health-conscious consumers.
Industry Implications
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Alcoholic Beverages — Alcoholic beverage manufacturers can create light and low-alcohol products using disguised packaging and attractive pricing to target consumers seeking healthier options.
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Non-alcoholic Beverages — Non-alcoholic beverage manufacturers can explore creating light alcoholic beverages with disguised packaging to attract new audiences.
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Packaging Industry — The packaging industry can innovate to meet the demand for disguised packaging for alcohol products as they become more popular among health-conscious consumers.
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