Beverage Beat
Beverage brands show their patriotism
With America celebrating its 250th birthday this year, communities are upping the ante with their celebrations, and brands are eager to participate.
In a report from Brand Keys, a New York-based brand loyalty and engagement research consultancy, it found that authentic patriotism is what aligns consumers with today’s brands.
“When a brand truly embodies patriotism, it goes beyond marketing-as-usual and holiday sales. It taps into a deep well of shared history, pride, and purpose, driving stronger loyalty, consumer engagement, and better behavior in the marketplace,” said Robert Passikoff, president of Brand Keys, in a statement.
Brand Keys released its 25th annual Most Patriotic Brands survey, which identified the Top 100 brands Americans feel best embody the value of “patriotism.” The brands fell into 14 consumer categories, with nearly half (45%) the brands falling into three categories: Food & Beverage, Apparel & Footwear, and Media & Broadcasting, it says. Food & Beverage, specifically, accounted for 19% of those brands.
Beverage brands listed within the Top 25 were Coca-Cola, Jack Daniels, Dunkin’ and Pepsi-Cola.
(Image courtesy of Diageo North America)
Leading up to this Fourth of July, beverage manufacturers have released new products and packaging to support consumers’ patriotism.
Tapping into America’s love and association with apple pie, Seagram’s 7 Crown Blended Whiskey launched Seagram's 7 Crown Apple Pie. A twist on an American classic, Seagram’s 7 Crown Apple Pie blends the smooth, approachable character of Seagram’s 7 Crown with notes of baked apple, warm spice and a hint of vanilla pie crust, the company says.
“With Seagram’s 7 Crown Apple Pie, we're bringing new energy to a flavor people already love,” said Frank Dudley, brand director and single malts and emerging whiskies at Diageo North America, in a statement. “It’s familiar, it's fun and it fits right into the kind of summer people wait all year for, whether you're carrying on traditions or making new ones.”
These releases also help brands support causes and programs related to service members.
For example, Patco Brands released two patriotic, ready-to-drink standouts: Rocket Pop Margarita by Rancho La Gloria and ‘Merica by Big Sipz. Rancho La Gloria’s launch also is tied to a $25,000 donation to the USO. Through its “Connect” program, consumers can write letters to active-duty service members directly through the campaign.
(Image courtesy of Patco Brands)
In the non-alcohol market Star Spangled Tea and Coffee Co., which was founded by Roger and Aimee Owens, an Iraq War (GWOT) veteran and his wife, an elementary school teacher with the Department of War Education Activity, released Freedom 250 Collection, a limited-edition signature line of historically inspired teas and coffees.
Available through direct-to-consumer channels, retail partners and national event activations, the following varieties comprise the limited-edition line: White House Cherry Blossom Tea Blend, Apollo Instant Coffee Blend, Liberty Tea (Raspberry Yaupon Tea), The Great American Road Trip Coffee Blend, and The Great American Road Trip Tea Blend.
“We’re excited to introduce new blends inspired by different parts of the American story,” Owens said in a statement. “What’s really special about the Freedom 250 Collection is that people will keep enjoying these blends long after the celebrations are over.”
These releases just scratch the surface of all the brands helping consumers celebrate America’s 250th birthday.
“SNAP-specific data reinforces this broader trend: only about 40% of SNAP shoppers say they would stick with their preferred soda brand if benefits no longer apply. That underscores how quickly brand preference can erode when price sensitivity increases.”
– Chris Riedy, chief revenue officer at Ibotta
