Our client wanted to push their beer brand, the already popular Budweiser, into a new use occasion, sharing. Emulating how wine is shared among a small group of friends and family, Budweiser wanted to create a large, multi-serve bottle to push into untapped use scenario.
Large-format beer bottles don’t have the best reputation. Part of our challenge was to break free of the old baggage and create a premium experience. The product we are creating is not intended for chugging, it’s meant for sharing.
I audited and collected a range of packages in and out of the beer category to identify which aspects cued our desired behaviors of pouring and sharing. We utilized these design cues to gather initial feedback from key consumer groups through dscout, a remote research platform.
A cork, swing top, or screw cap allows the beer to be closed back up, signaling that you don't have to drink it all at once.
Add-ons like wax and medallions signify that this is more than your everyday drink and provoke a conversation when brought to a friend hang.
An interesting shape with curves or handles makes for a great centerpiece and gives people permission to leave them on their tables.
Ideas were sketched considering the cues that our target consumers reported. The client picked four concepts for refinement and visualization.
Most respondents intuitively understood that these large-format pack designs could deserve a place at the dinner table, fit with a more conscientious drinking occasion, and were meant to be shared with others.
All the concepts had strengths and helped push the Budweiser brand into a multi-serve occasion. The client moved Concept Clasp forward with some refinements incorporating the strengths of the other concepts.
Most successfully balanced the cues of the beer category and of sharing occasions. For many, this bottle was reminiscent of a water carafe at a nice restaurant with its swing top and simple shape.
Was seen as great fit for Budweiser, but was also the most likely to be consumed alone
Was seen as special and collectible but reminded consumers of moonshine bottles.
Was seen as the most premium, but was not perceived as fit for the beer category.
Deterring Chugging: Swing tops and wide mouths make it difficult to drink straight from bottle.
Avoid Classic Beer Cues: A crown closure, narrow opening, and grab-able, waisted bottle cue chugging.
Reinforcing Sharing: Forms that require two hands and grip features that drive to pouring reinforce sharing.
Premium Heights: Shorter shapes weren’t perceived to be as premium as taller bottles.
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Kat Reiser | Made with ❤️ in Chicago | 2021