The launch of ‘The Jar’ is well-timed, building on the popularity of mason-jar presentation in trendy bars and cafes.
‘The Jar’ elevates Grolsch’s beer to a premium, craft drinking experience for consumers.
Catherine O’Connor, senior analyst at Canadean, predicts success for the new packaging: “We can see consumers in other markets clamouring to get their hands on this novel design.”
According to Canadean, consumers are more likely to retain and reuse innovative product packaging such as The Jar, adopting the design into their glassware. Such designs also drive repeat purchases and bulk buys as consumers look to collect a set for their cupboards.
“Grolsch’s The Jar will boost brand loyalty long-term,” said O’Connor. “Consumers feel more connected to brands that have a presence in their home, with novel branded glassware acting as a memory aid and thirst generator.”
Canadean’s data shows that lager drinkers are on the lookout for new experiences, with this desire prompting almost 14% of consumption in the lager market. Products that can offer something unique to consumers will experience success, whether this is by flavour innovation or novel packaging.
O’Connor added: “There is a real growth opportunity for brands that can offer consumers a drink that’s also a conversation starter. With consumers spending $40bn a year on beer that offers new experiences, the market is ripe to target.”
Source: Canadean
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