SPARKLING Zero Alcohol Design Brief. Positioning An innovative non-alcoholic beverage that delivers the desirable complexity of alcoholic beverages A.

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Presentation transcript:

SPARKLING Zero Alcohol Design Brief

Positioning An innovative non-alcoholic beverage that delivers the desirable complexity of alcoholic beverages A genuine, quality substitute for social occasions where sparkling wine is consumed – celebratory, aperitif drinking, self- indulgent moments etc “Smart wine for smart people” Health focused but not a ‘health’ drink Sophisticated enough to appeal to a wine consumer’s palate whilst retaining mainstream accessibility Recognisable wine cue packaging (packaged in a sparkling wine bottle) allowing to be served in an alcohol consuming social environment - don’t be embarrassed at a party!

Target Consumers Predominantly women, but not precluding men Sparkling wine consumers on an alcohol free day Abstainers Pregnant women Health & well being conscious Older teenagers looking for a more ‘mature’ non-alcoholic beverage

Competitor Set £3.49 £3.00 £ % ABV £ % ABV £ % ABV £2.50 Prosecco-Like Positioning

Product Details An innovative non-alcoholic sparkling beverage, infused with tea to add the complexity and mouthfeel of sparkling wine RSP £2.99 Key Messages, in priority order Sparkling 0% alcohol ‘Live well’ Back Label Messages Tea Infused Low Calorie

Brief Brand Name: To be confirmed To create a sparkling wine like label to deliver to a sparkling wine price point of £ Styles – White and Rose To appeal predominantly to female sparkling wine consumers looking for an alcohol free alternative, but not to preclude male consumers looking for the same To clearly communicate the key selling points of sparkling wine with 0% alcohol, and the much softer message of living well We would be happy to explore a unique strapline to communicate the health and well being message To differentiate from our competitor set Brand Name must be prominent over the key selling points Label must look clean, modern (not contemporary), stylish, premium and classy Explore possibility of using neck label to help deliver 0% alcohol messaging Glass colour White style: Green Rose style: Flint (colourless)

SPARKLING Zero Alcohol Design Brief