Hooper’s takes the glass route to harness nostalgia
Global Brands is capitalising on the values inherent in glass packaging for its revival of adult RTD (ready-to-drink) brand, Hooper’s.
Hooper’s is a range of three uniquely British artisanal alcoholic beverages made with natural flavours and no artificial colours. It is aimed at discerning 25-45 year olds and offers Cloudy Lemonade, Dandelion & Burdock and Ginger Brew.
The new products meet the current trend for nostalgia brands made using traditional techniques and natural ingredients. As such, they are ideally served by glass packaging, says Paul McLavin, Marketing Manager NW Europe for glassmaker O-I. “Glass is the ultimate retro-styled pack, but it remains modern and relevant because of its purity, natural composition and the fact that it does not affect the taste of products. All these facts aid brand owners’ appeal to authenticity.”
Global Brands has chosen to present Hoopers in 500ml amber glass bottles inspired by the hoops of a traditional barrel. The range of standard containers offered by O-I assisted with the development and launch of this product.
“For retro brands to be re-launched successfully, they must draw on positive associations of past times by retaining the brand’s authenticity, whilst also connecting with today’s consumers who are seeing the brand for the first time,” comments Simon Green, Global Brands Marketing Director. “Fruit ciders and alcoholic ginger beers are driving very strong growth as consumers favour sweeter tasting drinks. The Hooper’s range meets evolving consumer needs for refreshing, classically British flavours with heritage and a modern twist.”
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Owens-Illinois, Inc. (NYSE: OI) is the world’s largest glass container manufacturer and preferred partner for many of the world’s leading food and beverage brands. With revenues of $7.4 billion in 2011, the company is headquartered in Perrysburg, Ohio, USA, and employs more than 24,000 people at 81 plants in 21 countries. O-I delivers safe, effective and sustainable glass packaging solutions to a growing global marketplace. For more information, visit www.o-i.com.