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SMART DRINKS: THE PROOF IS IN THE PACKAGE
Innovative packaging ideas make these drinks stand out Plus: RecycleBank rewards recyclers
When it comes to beverages, it's not just what's on the inside that matters. Below are three examples of truly innovative packaging in the beverage industry that have caught our attention:
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Twist & Release Top: Putting a "twist" on the standard beverage bottle design, this new airtight cap also serves as a storage device, keeping active ingredients separate from the liquid. Once the cap is twisted, the ingredients are released, creating a fresh, instant, power-packed drink. Activate drinks feature these twist & release caps, which keep vitamins and herbs fresh. Because vitamins and other healthy ingredients can deteriorate in water, Activate promises a fresh, potent beverage, no matter how long it sits on the shelf. Similarly, Japan's Kyo No Matcha features a twist cap that releases instant tea into a bottle of mineral water.
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Tear-Off Labeling: After a few glasses of really good wine, it can be difficult to remember the name the next time you're at the store looking to purchase. South Australia's Oxford Landing makes this task easy: their Shiraz features a tear-off section on the back of the label, with the most important bits - the brand and the varietal - clearly printed. Tear it off and slide it into your wallet for safekeeping.
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Sample Sizes: While the "try before you buy" concept is something we see very often in the cosmetics industry, it's relatively new in adult beverages. French company WineSide has created pre-packaged samples of both sweet and classic varietals, in 6 and 10 cl amounts. Resembling jumbo perfume samples, the flat bottomed glass tubes are available by the tube or by the box, which come packaged by variety, year and region in order to educate newbies and oenephiles alike. Currently selling at famed Parisian concept boutique Colette, WineSide plans to expand to other retailers in the future.
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And by the way: Need a little more incentive to recycle? RecycleBank gives households the opportunity to receive rewards based on the amount of materials they put in their recycling bins. RecycleBank bins are outfitted with a special code, which is recorded by the recycling truck, and your "weight" in recyclables is then stored in the system. Currently available in a number of Northeastern cities, RecycleBank has big plans to expand. Interested parties can check the site to request service in their area.
* trendcentral articles are designed to be trend reports, not endorsements * The Intelligence Group is a trend-forecasting and marketing Consultancy focused on Gen X, Gen Y and Tweens. For more information on our services, or to subscribe to our syndicated studies, The Cassandra Report, Tween Intelligence, Latino Intelligence, and Mom Intelligence, contact Alina Goncalves at 212-277-5299 or via email at agoncalves@intelg.com.
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