Mind if I Vented a Little?

Sometimes small package changes can make a big impact

By Lynn Dornblaser

In a busy, saturated market, it is sometimes the seemingly simplest changes to a package that can make a difference. The Coors beer brand seems to have learned this lesson very well.

With domestic beer sales expected to increase only a modest amount annually (0.8%, according to Mintel 's estimates), it is essential for companies to find every avenue they can to lure new consumers and retain their current consumers. To my mind, Coors has done an excellent job of understanding its consumers and their drinking habits, and a great job of creating a new package that not only reflects those behaviors and attitudes —but also sets itself apart from the competition.

More in the pour

The Coors Brewing Company has introduced what it calls a Vented Wide Mouth™ can. The size of the opening of the can is slightly larger than most other cans—soda or beer—which does help with the "gulp-ability" positioning of the brand. We have seen wide-mouth openings in the past, so that is not the real innovation here. What stands out is what the company calls the "vent" that is part of the opening. This slightly raised portion of the opening allows for better airflow when drinking, thus further enhancing the ability to drink Coors beer in a long, smooth motion.

While innovation in beer packaging is relatively infrequent, Coors itself is one of the companies that appear to have fully embraced the notion that innovation in packaging can revitalize brands and lead to further sales success. According to some sources, Coors was the company that first used the aluminum can for beverages—a small, 7-oz. beer can—in 1958 or 1959. Aluminum cans were to appear in more beverages by the mid-1960s.

Photos courtesy of Coors Brewing Company

Fermenting innovations

More recent innovations by Coors have been also imitated by others. In 2005, it introduced beer with a portion of the label that changes color when the beer is at the correct temperature. As one might expect, the temperature-sensitive portion is an outline of a mountain range. In early 2006, the company introduced its Cold Shield Liner to its cans, with the claim that the liner helps keep the beer colder longer, enhancing the taste of the beer. The company that year also introduced beer in a Plastic Bottle Cooler Box—a self-contained package that only requires ice.

Another company that also shows significant package innovation in beer is Heineken. It uses packaging of some of its single-serve cans to reinforce the enjoyment of having a beer on tap—the company offers its beer in cans that look like mini kegs. The company also sells beer in a 5L DraughtKeg, which definitely gives a draft beer experience at home.

Another recent innovation in beer packaging is the Coolpack from Grolsch. This is a four-pack of beer in an outer pack, with foam casings protecting and insulating each can to keep them colder longer. In Japan, Suntory offers its Premium Malt with a universal design ring-pull that is easier to grasp and pull than the standard ring-pull. We encourage beer companies to keep trying to "Wow" us, and we'll keep enjoying their efforts to perfect the beer drinking experience.

Lynn Dornblaser is the director of the Custom Solutions Group at Mintel International. She can be reached at 312-932-0400 or lynnd@mintel.com.