G.O.A.T. Fuel is a family-operated business co-founded by Rice, who serves as Executive Chairman. The drink is uniquely powered by cordyceps mushrooms, which provide athletes and beverage enthusiasts alike with increased oxygen performance and a clean boost of energy. Bolstered by natural caffeine and green tea to propel consumers, as well as BCAAs and 10 essential vitamins to improve recovery, the beverage features zero sugar and zero preservatives. The end result is sustained energy enjoyed by hip-hop mogul Snoop Dogg, NFL Legend Deion Sanders, NBA rising star Tyler Herro, and many more.

“GNC is one of the world’s leading brands in sports nutrition (or health and fitness) which makes them the perfect partner for G.O.A.T Fuel,” Rice said. “I’m very passionate about what I put into my body and share the same core values and beliefs as GNC to inspire others to Live Well by consuming health-forward products like G.O.A.T Fuel. We can’t wait to bring G.O.A.T Fuel to the world and motivate our community to become the greatest of all time.”

It hits shelves this week at GNC, a Pittsburgh, Pennsylvania-based American company selling health and nutrition-related products since 1935. It has grown to encompass nearly 2,500 stores, and serves as a revered resource for athletes and health enthusiasts throughout the country.

“GNC is thrilled to partner with Jerry Rice and the G.O.A.T. Fuel team to provide our consumers with the clean boost of energy they need to reach peak performance and work towards their wellness goals. For us, it’s not just about the results of a product, it’s also about what’s inside – and we’re confident through G.O.A.T. Fuel’s unique, healthy ingredients that we’re delivering the highest standards of quality and efficacy to our consumers. G.O.A.T. Fuel aligns with our commitment to help our local communities and help people around the world Live Well,” said Josh Burris, President, GNC.

Source: G.O.A.T. Fuel

Established in the Scottish capital at the start of the pandemic, Edinburgh Beer is a collaboration project that supports Edinburgh’s craft breweries and raises charitable funds for local good causes. The initiative is based on the supply of beers from eight established Edinburgh craft breweries, which are then sold online in packs of 12 or 24 cans, as well as a 4-can cube pack. Purchasing beer from craft brewers in this way triggers a fair price payment to the breweries, in addition to a £1 for charity for every box purchased.

With designs produced by an Edinburgh-based illustrator, Durham Box used the single pass efficiency of the Nozomi press to provide a dynamic print solution for the beer packs. And for the advent calendar, produced as a box to hold 24 cans, a coated B-flute board was used – the substrate providing good protection with a high quality print finish and 100% recyclability. The complex design for the calendar, which included vibrant colours and black and white areas, was subject to a one-pass layering effect by the Nozomi, giving the visual effect of a spot varnish. For the calendar box construction, internal dividers were used for the cans to sit in, in addition to a speedy tear cutting rule to give a clean and precise opening experience.

Edinburgh Beer’s founder, Ben Wallace, said: “We were seeking a print solution that could do justice to the designs and they [Durham Box] have exceeded our expectations with a superb print finish, coupled with the flexibility of multiple print versions and relative short runs for all the variations of packs and the calendar. Our thanks to local illustrator Susie Wright for creating the stunning design.”

As one of the UK’s leading corrugated packaging manufacturers, Co Durham-based Durham Box has recently undergone a brand refresh, in addition to launching a new website that highlights the company’s significant investment in digital.

Commenting on the work for Edinburgh Beer, Durham Box’s regional sales manager, Paul Barker, said: “It was great fun working with Ben, who has a 100 ideas at once, but a meticulous eye for detail! This is another great project showing the versatility, quality and impact of products produced through the Nozomi press,”

Source: Edinburgh Beer

“The Portfunlio” is a creative campaign inviting Thai artists to design card collection and submit their artworks for the selection. More than 800 card collections submit to the campaign. SangSom happily selected these beautiful cards and distributed these selected cards or Portfunlio to the business owners and marketers of companies. The business owners and marketers could use the beautiful cards in various business industries such as fashion, cafe, restaurant, hotel, spa, beauty clinic, event advertising agencies and more.

The artists information and contact details included in the cards helps promote access to the artists during the tough time. Interested art lovers can reach and place art orders directly to the artists. The opportunities arise from the campaign allow artists to survive while SangSom retain its client base as at home alcohol consumption has increased during the lockdown.

SangSom also promotes its campaign through “THE PORTFUNLIO Matching Art Game” activity via SangSom Experience facebook fanpage. Only one day after the release, there were many card requests so SangSom delivered the creative cards to the registered facebook fanpage audiences.

The campaign success reflects that special edition cards game is a stress relief tool and its connection among art lovers during these difficult times with art preferably over a glass of SangSom.

Source: SangSom

Murakami is the latest artist to have fun restyling the iconic and vibrant PERRIER brand. The PERRIER x MURAKAMI collaboration continues the long-standing creative relationship between PERRIER and great artists. Over its 150-year history, the brand has collaborated with some of the world’s most influential artists, including Andy Warhol, Salvador Dalí, Bernard Villemot, Raymond Savignac, Carlu and Jean-Gabriel Domergue, all of whom created trailblazing posters and artworks for the brand.

Murakami’s signature smiling flowers will bring an extra pop of color and joy to the iconic green PERRIER bottles, in screen-printed glass formats. Some bottles will also feature Murakami’s most beloved characters, Kaikai and Kiki, who will also appear alongside PERRIER in a 30-second animated film, produced with Murakami. Additional product formats, including cans, will launch in early 2021.

Murakami is considered one of the most important Japanese artists of our generation, and even, Japan’s superstar artist. Drawing from traditional Japanese paintings, sci-fi, anime, and the global art market, Murakami creates paintings, sculptures and films populated by repeated motifs and mutating characters of his own creation. His wide-ranging work embodies an intersection of pop culture, history, and fine art, merging the commercial and fine art realms and flattening the distinction between high and low culture.

While he is most popularly associated with the smiling flower motif and bright, playful imagery, Murakami’s wider body of work often engages with challenging, serious themes, communicated through a highly intricate and multi-layered pictorial language.

“Takashi Murakami is one of the most prominent contemporary living artists in the world. He has succeeded in creating art that is both accessible and deeply considered, with a flair for what is most fresh and most pertinent to the widest audience.

The vibrancy and delight of Murakami’s work is the perfect match for PERRIER, a brand that has invested for over a century in creativity to bring out a differentiating brand spirit, tinged with its unexpected, crazy and original personality. The brand has inspired and collaborated with some of the world’s most famous and distinguished artists, such as Andy Warhol, Salvador Dalí, Raymond Savignac and Bernard Villemot, who have each in their own way established a touch of artistic irreverence, providing them a space of expression in the identity of PERRIER.

We hope that this collaboration, inspired by the pop and colorful universe of Takashi Murakami and the creative spirit of PERRIER, will increase the accessibility of art for an even broader global audience.”

Paul Cordina, Global Communication Manager, PERRIER

“When PERRIER first approached me, I felt extremely lucky to have the opportunity to collaborate with this sparkling water brand with such a long history. It held many positive associations for me – for example, when I was 32 and started living in New York, I used to drink PERRIER a lot. Even further back, though, I have another very strong memory: I was on the first romantic date of my life at age 18 with a girl two years my senior. We went to a place in Ginza and I ordered a bottle of PERRIER, mistaking it for alcohol. I remember it all so clearly – especially how confused I felt when I didn’t feel any alcohol effects after drinking many glasses!

PERRIER for me is closely associated first with the color green – of course! – and then, with the pleasant bubbling sound of carbonation. I’m grateful to be part of the brand’s expanding views and future-facing concepts through this collaboration.

I also wonder if today, when we can no longer unthinkingly hug, kiss, or shake hands, perhaps the stimulating sensation of the PERRIER bubbles on our tongues will be even more heightened, as one of the enjoyable tactile experiences still available to us! I am delighted to be part of this collaboration with PERRIER and I hope that together, we can heighten that sense of relationship further, sharing a little more joy and hope for the future.”

Takashi Murakami

Source: Perrier

The campaign will kick off on September 8, 2020 and continue through the entire Coastal Cleanup month of September, with other key dates including National Clean Up Day on September 19 and Climate Week slated for September 21-27. Participating brands want to address the continued climate crisis, help offset the pandemic plastic surge, and celebrate a “renewed normal,” all while incentivizing people to participate in safe clean-up efforts with eco-friendly products that are good for the planet.

“We are so excited to announce the launch of our campaign with many amazing brands who share our mission to protect the planet,” said Daryn Kuipers, CEO of Boxed Water. “Yes, there’s a lot going on in the world, but the environment is critical to our health and wellbeing. We are relishing the reprieve the great outdoors offers us right now. Let’s repay the favor, and keep our coasts, oceans, rivers and lands clean and free of plastic pollution.”

The participating brands are contributing more than $10,000 to Ocean Blue Project, a grassroots, community-driven nonprofit to clean and care for our oceans, lakes and rivers.

Consumers can indicate their clean-up pledge via a landing page launching on September 8 on boxedwater.com and enter for a chance to win “clean up kits” which will include a water subscription from Boxed Water Is Better, ChicoBag reusable snack bags, produce bags, and To-Go Ware bamboo utensils, TOMS’ earthwise eyewear rooted in earth-friendly materials, Nécessaire’s climate neutral The Hand Cream, and Toad&Co’s 100% organic cotton graphic tees  designed in partnership with artist Daren Thomas Magee.

Consumers are encouraged to use these goods for their own socially distanced cleanups or “plogging,” a movement originating in Europe, that combines jogging (hiking and walking too) with picking up litter.

“Our ability to mitigate the climate crisis requires that we rally as a community, activating our individual and collective powers to make a difference,” noted Rob Koenen, Chief Marketing Officer at Boxed Water. “We can each flex our muscles with actual clean-up efforts, shared knowledge and expertise, purchase power and social awareness efforts. I am proud that these brands banded together during this significant month for the planet.”

Ocean Blue Project’s mission is to rehabilitate and conserve the world’s oceans, beaches, and rivers through beach and river cleanups. Boxed Water began a partnership with Ocean Blue Project in 2018, committing to clean 3,000 miles of beaches across the country.

Source: Boxed Water

Here drinks strategy, innovation, and design agency, Root & Branch, discuss some significant trends that will impact consumer attitudes and behaviour around beverages in a post-Covid world.

LIVING SUSTAINABLY

Photo by Thom Holmes on Unsplash

The current crisis has produced a major and much trumpeted, albeit temporary, cut in carbon emissions. Analysts predict the largest ever fall in CO2 output as physical economic activity ceases or moves online across the globe. As we start to think about ‘getting-going again’, much is being made of the opportunity to ‘build back better’. Governments have the power to support the recovery of cleaner industries at the expense of carbon-heavy ones. Consumers broadly buy into the idea that we have ten years to save the planet from the negative effects of climate change. As the environmental lobby regains momentum, and as consumers regain the capacity to listen, it’s a safe bet that carbon reduction will increasingly be a hygiene factor for all consumer goods companies.

All beverage brands can respond positively and profitably to the sustainability challenge, and there are many areas of the value chain and brand marketing that can be examined from a carbon perspective.

WASTE NOT WANT NOT

Photo by Globelet Reusable on Unsplash

A recently quoted figure garnered quite a bit of press attention: by 2050 the weight of plastic in the ocean will exceed the weight of fish. Whether this is accurate or not, the environmental fallout from single-use plastic is utmost in consumers’ minds. Beverage brands that mitigate, reduce or eliminate plastic waste resulting from consumption will lead the industry’s response, and have opportunities to capitalize on positive sentiment from consumers and policymakers alike.

With speed and agility smaller beverage players can steal a march on the old firm. Ideas around closed-loop recycling and other zero-waste initiatives can and will help the most environmentally savvy brands to cut through meaningfully.

HYGIENE INNOVATION

Photo by Thomas Kolnowski on Unsplash

Odds-on, consumers are going to be concerned about cleanliness and sanitation for some time to come. Upstream strategists will be busy wondering to what extent enhanced hygiene should be worked into development pathways. Will we see beverage cans featuring antimicrobial finishes for example? It is hard to predict what might materialise in 12 months’ time, but it is certain that FMCG pipelines will respond to the pandemic with hygiene innovation, in one way or another.

Smaller beverage brands might be best placed to keep a watching brief, staying prepared to fast-follow relevant innovations not ring-fenced with proprietary technology.

D2C CHANNEL GROWTH

Photo by Bruno Kelzer on Unsplash

The vast majority of beverages (across all categories) are purchased through physical channels. During lock-down, producers have seen their on-trade routes-to-market shut down, literally overnight. Asahi has responded by launching an on-line, next-day home delivery service for its brands. On the other hand, off-trade sales have boomed. But in the round, mainstream retail is focussed on simplifying supply chains, and keeping shelves stocked with essentials. Familiar national and legacy brands are growing while premium, niche products have been de-prioritised. Traditional listings might be the goal for up and coming brands, but the buyers’ attention may well be elsewhere-in the short term at least.

Facing prolonged route to market disruption smaller beverage setups targeting premium consumption opportunities need to double-down on efforts to manifest digital sales channels,  while maintaining the focus on finding D2C audiences on-line.

ACCELERATING WELLNESS

Photo by Daily Nouri on Unsplash

We know from history that shocks tend to accelerate the uptake of previously underlying trends. Changes solidifying over years can gather critical mass quickly. If this is true, then consumer interest in wellbeing will only grow in response to the Pandemic. Themes centred around nature, minimalism, simplicity, spirituality, and conscious consumption will increase in prominence.

In respect to beverages, we think that substantial trends in cleaner drinking and moderation will further crystallise. We also believe that the focus on natural immunity will accelerate. Consumers have long turned to natural remedies and nutraceuticals purported to support physical immunity, and the relevance of these products will be amplified, particularly amongst ‘at risk’ groups.

For beverage producers there are opportunities to articulate new wellness benefits linked to no and low alcohol propositions (especially in everyday categories like beer and wine). Alternative ideas around state change, supported by CBD and ‘adaptogens’, will also grow in relevance.

As people increasingly focus on pursuing health and wellness in a home setting (especially with increased home-working) smaller beverage brands can level the field by offering well thought out packages and subscriptions, fulfilled via convenient, flexible home delivery services.

HOME ENTERTAINMENT HUB

Photo by Adam Jaime on Unsplash

People have been exclusively drinking at home during lockdown. In response many craft breweries have proved themselves able to quickly adapt, switching to responsive on-line delivery services with varied product and packaging mixes-effectively filling in when supermarket shelves were sparse. Support for local craft breweries and beer brands has long been underpinned by significant trends. So, even as things slowly open-up in the on-trade, some groups of consumers will likely continue to focus on more social drinking occasions at home. If that holds true, then craft beer brands and local craft breweries are perfectly placed to cater for these occasions.

Agile beverage setups can offer on-line socially focussed product, packaging and dispense propositions that supermarkets cannot realistically match.

Another factor at play here is the predicted softening of ‘premiumisation’ in the immediate Post Pandemic era. If trips to fancy cocktail bars are eschewed in favour of casual get-togethers at home, then there are attendant opportunities for brands that can help consumers to recreate the quality and experience of the on-trade. Brands that can offer convenient ways to get ‘Bar Quality’ cocktail experiences at home will be well placed to flourish.

ABOUT ROOT & BRANCH

Root & Branch is a highly focused beverage strategy, innovation and design consultancy with a track record in launching successful innovations for clients of all shapes and sizes. Based in the UK, the company conducts beverage new product development and brand development projects globally.

Original article was published in Beverage Industry Blog.

The Portuguese capital has been gripped with anticipation since Wednesday, when the iconic UEFA Champions League trophy arrived in the gardens of Praia no Parque in the heart of Lisbon, ahead of the resumption of the round of 16 matches starting on 7 August.

UEFA ambassador and former UEFA Champions League winner Ricardo Carvalho stands beside the trophy on the banks of the Rio Tejo, as Heineken ‘paints’ Lisbon green to celebrate the tournament’s return.

Portuguese footballing legend, Ricardo Carvalho, winner of the UEFA Champions League with FC Porto in 2003/04, as well as playing for Chelsea and Real Madrid in the competition, helped to launch the Heineken campaign ahead of what is set to be a climax to Europe’s elite club competition like no other.

At the launch event held in central Lisbon, Carvalho introduced the latest Heineken campaign film entitled ‘The Wait’. The new campaign film which features Heineken Ambassador Thierry Henry, celebrates the return of the UEFA Champions League by paying tribute to fans who have creatively passed the time left by the absence of the competition during lockdown.

Heineken then surprised the whole city by ‘painting’ Lisbon green, lighting-up iconic landmarks. The colour green was selected because it is synonymous with Heineken brand.

Eight green-lit sailboats sailed the waters of the Rio Tejo and docked at the pier in front of Praça do Comércio – an emblematic square in Lisbon that for nearly two centuries was the palace of the kings of Portugal. Simultaneously, four famed Lisbon restaurants – Topo Chiado, Ferroviário, Ramiro and Praia no Parque – and a residential building in Largo do Caldas, were also ‘painted’ green.

Ricardo Carvalho, said: “After this exciting kick-off event ending in Heineken painting Lisbon green, the anticipation is even greater and we can’t wait for the drama of the UEFA Champions League to finally return.”

Hans Erik Tuijt, Director of Sponsorship at Heineken, said: “We, like so many football fans around the world have been patiently waiting for the return of UEFA Champions League football. Now the wait is over, and what better way to kick off the action in Lisbon than to bring attention to their iconic landmarks using the Heineken green.”

Source: Heineken

Vintage Roots are recruiting an official ‘wine taster’ this summer to help them test some of the best organic wines – a rewarding position for all wine aficionados.

The lucky individual will be selected to spend their summer tasting and reviewing a selection of organic wine and if this wasn’t enough, they’ll also be paid £250 for the privilege.

To be in with the chance, candidates will need to post a picture on Facebook, Twitter and Instagram enjoying their favourite glass of wine with friends or at home after a busy day tagging @VintageRootsLtd on Facebook and Twitter and @VintageRootsWines on Instagram and using the hashtag #summerwinetaster #comewinewithme. Candidates must also ensure to follow all accounts to be in with the chance of winning this dream job.

The winner will be sent some of the finest organic summer wines and will review the bottles for Vintage Roots. The winner will be in with a chance of being sent the Rose Summer Six and Organic Everyday Case, totalling over £100 worth of wine!

Entrants must be quick, as you have to apply by 31st August with the winner announced on the 4th of September 2020

If this sounds like just the job for you, you can find out more details by visiting Vintage Roots website and reading the Terms and Conditions.

So, if you are partial to a glass of wine with your dinner, when gathering with friends or just because… (you don’t need a reason!) then what are you waiting for? Have a taste of the highlife and become a wine reviewer!

Source: Vintage Roots

The release of the Wild Child Flight comes in the wake of the impressive “California Wine Mixer” launch; as the company’s first variety flight. The California Wine Mixer set the bar high as it sold 60,000 individual by-the-glass bottles in the first 3 months. As employers and universities across the nation began social distancing and enforcing limitations on their operations, In Good Taste was able to offer a simple, exciting way to bring coworkers, families, students, and friend groups together – safely.

Zach Feinberg, Co-founder, expresses the significance of the last few months’ growth and the impact of current events on the business.

“In the last 90 days our company has gone from 6 people in a warehouse, to 30 people spread across the country. Our growth can be attributed to the hard work of our agile team and the remarkable talent that we have been able to onboard. We plan to continue to expand and hire more talented individuals that are out of work in the wine industry.”

Keeping pace with customer demand, while ensuring the highest quality and service, the team has introduced leadership positions to uphold the standards that the company has been rooted in from the beginning; product operations, customer support, development and growth are just a few of the areas seeing new leadership.

Claire Waluch, Head of Growth, was onboarded in April of 2020 and has been able to play a critical role in the company’s success. While adapting to the limitations, she expresses how we can still connect with one another over a glass of wine.

“Wine is a social activity, and physical distancing shouldn’t stop us from creating memories over wine safely through virtual experiences. In these difficult times, we’re here to help people relax and discover – uncovering new wines shouldn’t just be for the experts.”

Source: In Good Taste Wines

Developed with Energy BBDO, the TV spots and accompanying digital creative take a unique spin on the idea of a buzzy fashion collaboration and apply it to farming practices that have existed at Ocean Spray for decades. The creative features elements of nature including bees, soil, sun, and water, which show how Ocean Spray farmers work with each element individually and together to benefit the entire farm’s ecosystem.

“Collaborations between brands have become common place and as we looked at our 2020 campaign ahead of our 90th Harvest, we were inspired by the true meaning of collaboration,” said Chris O’Connor, Vice President of Marketing at Ocean Spray. “At Ocean Spray, our farmers collaborate every day with nature to bring families around the world the freshest and most sustainably grown ingredients. This campaign puts front and center the dedication to growing food the right way – that’s good for the environment and our future.”

“A brand collab with nature is the perfect way to express Ocean Spray’s sustainable farming practices to a modern audience,” said Co-Chief Creative Officers Josh Gross and Pedro Pérez at Energy BBDO. “The beauty of this collab is that it will continue to evolve because Ocean Spray works with nature in so many different ways.”

Additional iterations of the campaign will follow, which dive deeper into the specific collaborations with each individual element of nature. Creative will launch across tv and digital starting June 15th, 2020, with a heavy focus around summer and celebrating nature.

Source: Ocean Spray