“There is a trend among millennials for less drinking, more awareness and being more in control,” driven in part by social media and a heightened awareness that everything they do is documented and posted on line, Gamelli said.
But even while they are more careful and controlled, millennials still want to celebrate and participate in parties with a beverage that is more exciting than water and more elevated than an everyday soda or mainstream mixer over ice, he added.
And that is what Mocktails Brand provides through its line of premium beverages, which can be enjoyed by themselves over ice or mixed with alcohol, Gamelli explained.
The new four pack of individual serving sized bottles, in particular, provides consumers an alternative to picking up a six pack of beer on their way to a party and is more shareable than the company’s original packaging, which is a larger working glass martini shaker.
The consumer-requested smaller bottles also double as easy refills for the company’s iconic shakers, which Gamelli said “is a great multi-serve package and reusable and portable and excellent and wonderful in so many ways.”
In addition to launching the smaller bottles, Mocktails Beverages also redesigned its branding to better communicate what the product offers and to appeal more to women, Gamelli said.
“We came out with an inaugural product that was eye-catching in bright colors and it really, I think, got people’s attention,” Gamelli said. “But, what we did here is, we wanted to make this a little more accessible, a little more understanding for the public that not only is it a mocktail, but it is 0.0% alcohol.”
He explained that many of the “nonalcoholic” products on market do contain some alcohol so people are a little skeptical of the claim. “We just wanted to make sure they knew that from the beginning,” he said.
The new wrapper around the shaker also has increased transparency compared to the old design with windows that allow consumers to see the beverage from the side of the package without having to flip it over, Gamelli said. This is important in an era when consumers want to know what is inside of a package and want to see if for themselves, rather than take a manufacturer at its word.
Finally, the redesign is a bit softer than the first iteration, making it more appealing to women, Gamelli said.
He explained that the ring of fanciful tear-drops that surround the 0.0% alcohol claim front and center on the new package “speaks a little bit better to females than our previous packaging, which was a little more industrial and not as accessible.”
The new packaging maintains the bright jewel tones of the original packaging so consumers can still quickly recognize the brand.
More options in the future
Looking forward, Gamelli said the company could expand the current line of four flavors to include dozens of options that could “get a little more creative” and expand beyond just classic cocktails.
But he added for any additional flavors to succeed they must be just as balanced as the original four, which include sangria, whiskey sour, cosmopolitan and margarita.
He explained that each of the current beverages have “a little different twist” that helps set them apart from competition. For example, the cosmo has a dash of vanilla flavor that is not traditionally included in the regular cocktail.
He also explained that like the current flavors, any additional flavors will be blended so that they can be enjoyed on their own or as a base for do-it-yourself consumers who want to create their own signature drinks at home.