The secret to launching the next successful beverage is not really a secret at all. Take a quick look in the beer, RTD cocktail, or functional beverage aisles. Did you get tired of looking at cans? Well, consumers feel the same. The drink market is cluttered with cans, and consumers want more options. According to a Numerator study commissioned by O-I, consumers spend 2.4X more per year when they can buy their beverages in both glass and cans. Discover four ways that glass is the clear choice for brands and consumers.
Glass encourages purchases
With different shapes, sizes, and embossing options combined with the ability to see the drink itself, brands can create a distinctive drink that jumps out at shoppers. Alignment between a quality beverage and premium packaging is a major factor in resonating with consumers. With cans, consumers can’t experience this until they’re at home, cracking open their drink. But glass urges in-store shoppers to pick up a bottle and engage with the drink, in turn driving sales.
Research shows this hands-on shopping experience is critical when it comes to sales. F.X. Matt Brewing just launched their Italian Ice cocktail in the glass Drinktainer™ and saw rapid success, thanks, in part, to their inviting packaging. President Fred Matt attributes the drink’s success to its nostalgic feel enhanced by the unique glass shape. Consumers spot the drink on shelves and pick it up because they want to connect with it. “If they stop and touch it, our research is showing there is a 60% chance they’ll buy it,” says Matt.
Appearances matter
When it comes to setting the tone of a drinking experience – packaging matters, especially on-premise. According to a study by O-I, 81% of consumers said container type influences their perception of a premium experience at bars and restaurants. When given the choice between cans or bottles, these consumers preferred bottles, citing glass as being fancier, crisper, and more appealing. It’s clear that glass packaging lays the groundwork for an elevated drinking experience, whether dining out or hosting a gathering.
Superb from shelf to sip
Between marketing, research, and product design, launching a new beverage can feel like you’re focusing on everything but the drink itself. However, taste and drinking experience are what create repeat buyers and solidify your place in the market. Glass bottles have no liner, and never interact with the contents of the bottle, meaning zero barriers to a great-tasting drink. In fact, 45% of consumers who bought sparkling water in a glass bottle did so because they believe it tastes better, according to a Numerator study commissioned by O-I. If you’re confident about your great tasting drink, launching in glass means consumers can be too.
It’s the sustainable choice
When it comes to sustainability glass is the clear choice. It’s made with just four natural ingredients, can be infinitely recycled, and never loses quality. Plus, it takes just thirty days to go from being tossed in the recycling bin to being restocked on a shelf.
Choosing glass not only helps the planet, but it also helps eco-conscious consumers feel good about their drink purchases. According to the above Numerator study, 29% of current glass shoppers buy glass because it’s the most sustainable option.
To launch a successful beverage, you have to grab consumer attention, create a meaningful connection, and follow through with a great taste and drinking experience. Glass packaging gives brands a boost in all three.
