From limited editions to lifestyle branding beverages are moving beyond their traditional role.
Fredrik Svalstedt, partner at Pond Design, gives his insights and explains how brands can stay relevant in this highly competitive market.
Beverage collectibles
Beverage collectibles are a “huge trend” with drinks brands designed to be kept, not just consumed, Svalstedt said.
This trend expands the brand journey beyond the moment of consumption to connect with consumers.
“Value sits in experience, storytelling and the digital afterlife of a product,” he said.
He highlights the Sprite’s NBA collaboration, where limited-edition cans and packaging turned into pieces fans wanted to collect and display rather than recycle.
Cross-category collaborations
Collaborations across categories are continuing to grow in popularity.
While spirits brands such as Absolut and Johnnie Walker have been doing these collaborations for years, this is broadening out to the wider drinks categories such as beers, sodas, and ready-to-drink.
Svalstedt points to the recent example of Heinz and Heineken’s World Cup collaboration, creating a new barbecue ready beer pack with a built in Heinz ketchup and holder.
Limited edition and drop culture
Well-executed and unexpected limited editions can engage with consumers who want to share their experience and communicate it.
Svalstedt highlights BuzzBallz’ World Cup “SoccerBallz” edition and its accompanying “BuzzBagz” accessory as a good example of this.
He describes it as “playful, occasion-led, and built to be shared rather than just consumed.”
Drop culture, the strategy where brands release small, limited-edition batches of products with no promise of a restock, also “rewards the brands willing to be fearless, playful and push their own boundaries,” he added.
Lifestyle branding beyond drink
The winners of today are not just good drinks brands, but those that are good at creating aspirational lifestyles.
According to Svalstedt: “Consumers are increasingly turning to brands to build, define, or validate their self-identity.
“A choice of drink is now more than just the flavour, it’s a statement in who you are as an individual – or who you want others to think you are, at least. Creating a world that people want to be a part of and want others to see them as a part of, is pivotal.”
Respond to cultural moments
Successful brands are those that keep their finger on the pulse and respond to opportunities.
Svalstedt highlighted the example in 2020 of Sweden’s Åbro releasing ‘Ey’Bro’ in tribute to a 2008 viral YouTube clip in which Eminem and his friend Proof mispronounced the brewery’s name. This was hugely popular with Ey’Bro becoming the second best-selling beer by volume in 2021, he said.
Be open-minded and playful
Brands that are able to be open-minded and playful are those that will stand out particularly in mass-market categories.
“But a bold innovation doesn’t need to be a groundbreaking one,” Svalstedt said.
“Innovations can be small, tactical, even granular changes that enhance the overall experience and give the brand a distinct edge.”
He points to Mateo Soda, focusing on healthy ingredients and no-guilt drinking, with a modern, contemporary design, or Meli Quinoa Beer who have borrowed from the visual language of beauty and skincare brands rather than traditional brewing.
Tactility in drinks packaging
In a digital world. the consumer values physical contact with thoughtfully crafted products standing out, said Svalstedt.
He argues that packaging has become a content in its own right with distinctive structures, tactile finishes and memorable details creating moments people want to photograph and share.
“For drinks brands, packaging is the first physical touchpoint, the chance to create that connection with a consumer,” he said.
He points to brands such as Ghia, MOTH Cocktails and Via Carota Cocktails who have shown thoughtful design, tactile details and premium execution elevating both the product and the occasion.
