By Barbara Harfmann | Managing Editor
I was aided in my quest to rehydrate and chill after receiving a bright blue smartkeg from smartwater in honor of Rehydration Day July 5. The company launched a new marketing campaign in partnership with comedian, writer, actor and producer Pete Davidson, who hilariously pokes fun at himself and his questionable choices while wondering if it was all because he was dehydrated. While getting a tattoo removed, Davidson states that “now he’s making smarter choices, and staying hydrated with smartwater. drinksmartwater.com.”
Regardless of the time of year, it seems like the demand for water and consumers thirsting for its benefits only is going to get hotter. In fact, Shantanu Ingale, of the media relations team at Fact.MR, notes that the global bottled water market is expected to surpass $180 billion valuation in 2021, and is poised to surge ahead at a compound annual growth rate (CAGR) of more than 9% over the forecasted period of 2021-2031. Supermarkets are holding more than 60% share in the sales of bottled water, he adds.
The premium water category is more attractive than ever before, growing in both consumption and occasion, according to Ulises Ramírez, group director of the hydration portfolio for the North America Operating Unit at The Coca-Cola Co. “Consumers expect more from the brands that comprise it: more function, more enjoyment and more heart,” he said in a statement. “So we’ve challenged ourselves to redefine what smartwater stands for in a refreshingly relatable way, and we’re putting a stake in the ground as a brand that encourages and enables you to live a little bit smarter alongside our campaign partner Pete Davidson.”
In the midst of summer’s “Dog Days,” Lagunitas announced a nationwide contest that will literally fuel dog appreciation across the United States, noting that “every dog deserves a party for the support they provide to their owners,” while noting that “we could all use a beer.”
As part of the craft beer company’s national campaign, 100 winners from across the U.S. will be selected to host Lagunitas-fueled “Doggy Boondoggle” parties just in time for International Dog Day August 26. Dog lovers and Lagunitas fans alike can enter for a chance to win by posting on Instagram or Twitter (with the hashtag #LagunitasDogContest) explaining why their dog deserves a party in accordance with the contest rules found at lagunitas.com/dogparty.
And to help all dogs find loving homes, Lagunitas is donating $20,000 to Best Friends Animal Society.
It’s hard to believe we’re halfway through the year, so try some new summer-inspired beverages, and rest and relax with your dog, cat, bunny or furry friend. BI
The “Dog Days” of Summer
Drinks
Between
With more Americans now vaccinated for COVID-19, I’m not taking time spent with family and friends at picnics, outdoor concerts and restaurants for granted. Yet, in the midst of the “Dog Days” of summer, the period of particularly hot and humid weather occurring during July and August, I’m trying to ensure I stay properly hydrated while enjoying outdoor activities.
recipes & beer
Mexican-inspired
Estrella Jalisco, a Mexican beer brand with more than 100 years of brewing tradition, is teaming up with modern media company, Tastemade, and a lineup of award-winning chefs to celebrate its new Classic Michelada and introduce a special promotion: “Michelada Mondays.” With a kickoff on National Michelada Day (July 12) and running until Aug. 2, the campaign gave fans a chance to win prizes and enjoy delicious new recipes. In the first-to-market partnership, Estrella Jalisco and Tastemade have not only developed a collection of Michelada-inspired recipes, but consumer can enjoy a complimentary three-month trial of Tastemade+, a subscription video-on-demand service, by scanning the QR code on the back of all Tastemade-branded Classic Michelada cans. The Mexican beer brand also commemorated the return to togetherness by encouraging people to take time off and paid five lucky fans to take a Monday off work during the “Michelada Mondays” contest. Additionally, winners also were treated to a Michelada-inspired feast curated by TV star and cooking competitor, Chef Maria Mazon. For a chance to win, tag @EstrellaJalisco and use the hashtag #MicheladaMondays #Giveaway on Twitter.
(Image courtesy of Estrella Jalisco)
Two decades ago before cold brew was even “cool,’ Javo Beverage set the standard for cold brew quality, using its proprietary extraction process, coupled with a passion for great tasting coffee. “We were ahead of the market, perfecting our process, and producing extracts and concentrates with unrivaled fresh taste profiles,” explains Brad Petersmeyer, chief innovation officer, in a statement. “With our coffee extracts, we achieve a well-rounded authentic smooth flavor, using only roasted ground coffee and filtered water, so they’re all clean-label too.” The coffee company uses a proprietary extraction process at low temperatures without any thermal processing to ensure exceptional flavor quality, it says. Marking 20 years of crafting cold brew purity, Javo Beverage also offers cold brew tea and botanical extracts and concentrates due to consumers’ interest in functional beverages and all-natural ingredients such as hibiscus extract and guayusa.
cold-brew
coffee
(Image courtesy of Javo Beverage)
In its report “Rising Trends in BevAlc,” Reach3 Insights reports three things to know about beverages that will resonate this summer.
The Return of the Roaring 20s
Ninety percent of younger legal-drinking-age (LDA) consumers (ages 21-39) claim they’ll drink the same amount of alcohol or more this summer compared to last summer.
Low-alcohol and zero-proof cocktails are “not hot,” as 73% of LDA drinkers expressed disinterest in no-alcohol drinks, and 53% of respondents are unlikely to consume low ABV drinks.
Additionally, 58% of LDA drinkers are “so excited” to get back to bars/restaurants after a year of lockdown, while 66% of those in urban areas can’t wait to meet up at the pub.
Additionally, 58% of respondents are “way beyond excited” to drink indoors at bars/restaurants.
Not Everything Will Go Back to the Way it Was
While many Americans are excited to get back to on-premise consumption, some eCommerce behaviors picked up during the pandemic are here to stay.
For example, 51% of LDA consumers plan to order alcohol for delivery.
Of those, 91% state they will order more or the same amount of alcohol for at-home delivery as they did last summer.
Handcrafted cocktails to-go gave consumers a perfect solution to safely indulge last summer, and 77% of LDA drinkers predict these tasty, fruity, refreshing and convenient options will remain a hit.
Functional Benefits, Without Sacrificing Alcohol Content
Younger LDA drinkers seek a balance between wellness and indulgence. When asked about the top Bev/Alc trends, “better for you” and “portability” rose to the top, making low-calorie cocktails to-go and hard seltzer drinks poised for summer success. Among the top trends that will be “hot” are:
Seventy-nine percent are choosing low-calorie alcohol beverages and alcohol with functional better-for–you benefits, respectively.
To-go cocktails are being sought by 77% of respondents, while 71% predict hard seltzers and low sugar alcohol beverages will be the star of the show.
Fifty-five percent of LDA consumers state that CBD-infused beverages will be “in,” while 40% predict plant-based alcohol beverages and hard kombuchas, respectively, will resonate.
At 38% and 25%, respectively, probiotic alcohol beverages and zero-proof beverages are deemed “not hot” by respondents.
Information from Reach3 Insights, powered by Rival, from a study conducted May 6-9 of LDA drinkers using immersive mobile messaging-based conversational exercises that capture robust quantitative data and emotive quality inputs in real-time.
Brockmans Gin announced the launch of a bold new communications campaign as part of a $3.5 million global marketing spend targeting consumers in the United Kingdom, United States, Canada, Spain and Germany. The brand’s new strategy and advertising campaign builds on its “respectfully rebellious” persona in its new messaging of “The Properly Improper Gin” supported by the tagline “Dark Berries and Noble Traditions.” Brockmans Gin blends several unconventional botanicals including blueberries, blackberries and subtle citrus and coriander notes with traditional juniper berries, resulting in an exquisite, accessible-yet-complex gin which appeals to new and experienced gin consumers alike, the company says. The campaign was designed for Brockmans’ audiences of free-thinkers, non-conformists and those who choose to defy convention to find a better way — to live, eat or drink. The super-premium gin, which launched in 2008 and now is sold in 55 countries, is rolling out its new advertising program primarily through social media along with digital and print impressions.
A gin that’s
“properly improper”
(Image courtesy of Brockmans Gin)
August 2021 | bevindustry.com
