Evian To Release 2010 Designer Glass Bottle

Evian contracts a designer to help design a limited bottle every year for them, and this year was no different.  Christian Lacroix was the designer in 2008, and Jean Paul Gaultier was the designer in 2009.  This year, Evian has partnered with Paul Smith to design a bottle to be released in 2010.  The bottle is supposed to fit in with Evian’s new advertising campaign (youthfulness) and comes in five different collectible caps.

From the public release new brief,  “The new bottle is designed in vibrant colors with a festive theme and a nod to the famous Paul Smith stripes, which elegantly underlines the purity of the natural spring water from the French Alps. It also captures the youthful and optimistic mindset of the brand’s new signature message, Live Young(TM).

“The Paul Smith Limited Edition 2010 bottle truly captures the new Live Young(TM) mindset that believes everything is possible and challenges the status quo,” said Jerome Goure, vice president of marketing for Danone Waters of America, Inc. “This third annual designer Evian bottle is a perfect addition to our current portfolio of products, and we’re thrilled to include it in our collection.”

“Youth is not just a question of age, it’s also a question of attitude,” says Paul Smith. “The concept of the bottle is to complement the brand’s vision of the Live Young(TM) campaign, by infusing health, youth and excitement into the design.”

If you are a collector of fancy and well-decorated bottles, here’s one more to the collection.  BevWire wanted to grab a picture and post it here on the blog, but technology has failed me.  Instead, here’s the link to the picture.

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What’s going on with Orangina?

Orangina

Why has Orangina been disappearing of store shelves and coolers and has not been readily replenished?   BevWire has received word from an inside source that both the 296ml and the 591ml bottles will cease distribution from their current distributor.  Orangina is licensed by Canada Dry Mott’s Inc in Canada, but Canada Dry Mott’s Inc is part of Dr. Pepper Snapple Group (DPSG).  In Canada, DPSG does not have their own distribution network and therefore piggyback on a variety of distributors for their products.  Dr. Pepper, Crush, 7Up, and Schweppes comes through the Pepsi Bottling Group.  A&W, Canada Dry, Orangina, comes through Coca-Cola Bottling Company.  Hires, Snapple, Welch’s, Mott’s, Clamato and a variety of other products are licensed to other distributors.  Could Orangina, which is currently being distributed by Coca-Cola, be switched over to Pepsi for distribution?

BevWire believes this product to be somewhat of a cult favorite.  Orangina’s success can be attributed to both its great taste and great attention to detail.  The bottle is uniquely shaped with tiny bubbles, given the consumer the feel of orange or lemon peel.  And it comes in a glass bottle rather than plastic bottle therefore not comprising the taste.  Let’s hope that Orangina remains in the Canadian marketplace, as this beverage has a substantial customer base and loyal fans.

Energy drinks now a maturing market

BevWire recently came across a news briefing article on BevNet saying that Hiball is launching a sparkling energy juice (article available here).  The article also claims that Hiball is a pioneer for clear sparkling energy waters.  While BevWire doesn’t doubt that Hiball is a pioneer in that field, there doesn’t seem to be any other companies competing with this niche.  This just serves as a clear signal that the energy drinks market is maturing.

Energy drinks have quietly entered into Canada in the last 5 years, and already a great variety of products surround the category.  From regular energy drinks (ie. Red Bull) to niche drinks such as natural health drinks, anti-energy drinks, and even to energy shots, pills and gum.  Product placements and event sponsorships definitely helped the public recognize these products and propel them into mainstream media.

So what stays and what goes?  Once a product hits the maturity level, only a few key players remain in the market.  Others that entered hoping to make some quick profit now exit realizing that there is too much competition and the category is no longer profitable for them.  Goodbye copycat and private label energy drinks, energy gum and a host of energy shots.  BevWire’s guess is the main three energy beverages will stay (Red Bull, Monster, and Rockstar), while niche energy drinks may stick around to compete for the remaining market share.  The energy shots market will see Living Essentials (5-Hour Energy) as the dominant market leader, while other brands vie for the remaining dollars. Consumers having been exposed to so many choices have already picked the brands they choose to purchase, and will likely show loyalty to these brands.  That’s why only a few brands will be successful.

So now that energy drinks has matured, what will become the new beverage trend?

Nos Energy Drink re-introduces 473ml can in Canada

NosLogoNos Energy Drink has re-launched their energy drink in the 473ml aluminum can.  The question is, why?  This energy drink had a great concept in their unique bottle.  The bottle was shaped like a nitrous oxide tank, the cap was shaped like a nozzle, and the resealable cap sounds like you were opening a nitrous oxide tank each time you unscrewed the cap.

The aluminum can doesn’t have any of those unique features.  So why re-introduce the product in a can?  Especially one that is priced 60 cents less , and holds less than the bottle.  BevWire speculates because the rest of the market has their energy drinks available in 473ml cans, so Nos wants to re-introduce the 473ml can so they can compete in that package format as well.

BevWire thinks it’s a bad idea, especially for the Canadian market.  Canada doesn’t have nearly as much people that consume energy drinks as United States.  Nor are we as receptive to the drag racing concept compared to our American counterparts.  Furthermore, downsizing the product without any unique features makes Nos loses their appeal.  The energy drink market is maturing, and profit margins are smaller.  So why bring out a product will provide you with slimmer margins?  If anything, Nos should introduce more flavors (Grape is also available, but Fruit Punch still isn’t) or innovate their package to garner more unique selling features.

One suggestion:  a resealable aluminum can with a spinner cap.  This makes the product more closely resemble of a nitrous oxide tank.