The beer market is one of the fastest growing consumer markets. All beer producers can be divided into two categories according to the concept of brand positioning: classic beer brands and brands oriented towards the youth audience. Producers of classic beer brands do not lose the opportunity to attract the youth audience as well – the appearance of one, two or more youth-oriented product offerings in their assortment range has become frequent.According to statistical data and annual marketing research, 50% of the adult population of Ukraine regularly consumes beer. Beer remains the most popular andpreferred youth drink inUkraine! The most important criteria when choosing beer: for mature and elderly people – price, for the youth audience – brand awareness”! It is also important to note that for 82.5% of respondents the most popular packaging is the glass bottle, while tin cans, in general, have not really caught on in the Ukrainian market.
{\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t}
| \Beerbottles are a unique canvas for designers! Beer design is not limited by any boundaries! The modern consumer is ready for any innovations! KOLORO offers you unique solutions in packaging design, label design and positioning concept development. In addition, our company offers you a unique opportunity to produce a trial run of packaging! Please contact us! |
The beer market in Ukraine has great potential, and its main target segment remains young people. The share of young people in the target audience of a large number of beer brands exceeds the share of the mature generation, having a significant specific weight. For example, Stella Artois has 73.2% of its target audience being young people; Hike has 65.6%; Tuborg has 34.1%; Miller has 37.2%.
Among domestic beer brands the most popular among young people according to the rating published byFocusmagazine are 8 beer brands: 1) Chernigivske; 2) Obolon; 3) Lvivske; 4) Rogan; 5) Zibert; 6) Sarmat; 7) Slavutich and 8) Yantar. . Годовые объемы продаж данных торговых марок выглядят следующим образом:
In the beer market the role ofpackaging and label design is increasing daily, it is connected with tough competition – there are a lot of producers in the market, and the product lines are practically the same, the difference is difficult for the consumer to grasp, so, most often, the consumer makes a choice right at the point of sale. Therefore, the design of packaging and labeling is the main trump card of manufacturers. The most incredible and fantastic bottle geometries are used, including non-standard volumes and original materials for labels and color labels, including unusual color schemes.
В packaging and label design The manufacturer can not only tell about their company and product, but also reflect yourunique selling propositionThe most important thing is to promote yourself with the help of promotional advertising slogans used on the labels. The label can convey to the consumer several advertising ideas at once! Thus, in addition to the main label (body label) on bottles there are also a colerette(label on the top of the bottle) and a counter label (label on the back of the bottle).
Youth beer brands have the most interesting and original label design. They always use original ideas and innovative design solutions. Let’s consider 3most popular youth beer brands – trademarks of the Russian and Ukrainian market, dictating the fashion: TM “Hike”, TM “Tuborg ” and beer“Chezz ” from TM “Chernigovskoe”.
TM “Hike”
The design of the bottle and label of TM “Hike” fully expresses the concept of positioning – youth beer, modern and light, for active and energetic people. This positioning concept is reflected in the design by its minimalism – there are no unnecessary elements, the design conveys lightness, visually displayed by such a graphic element on the package as a “winged shield“. A bright, youthful and energetic orange color and a stylish font were chosen for the label design.
“Hike is the most colorful, intense, and stand out beer brand on the shelf!
TM “Chernigivske” beer “Chezz”
Beer“Chezz” from the brand “Chernigivske” is a new, special, youth offer – for free and looking for new impressions people who enjoy every minute of life. Such positioning and perception of the product arises by itself when you take a bottle of beer “Chezz” in your hands, thanks to the aptness of design solutions.
The sharp lettering of the selected fontsThe stylized blue color with silver inserts on the edges give the beer bottle a special style: modern, youthful and dynamic. And, at the same time, the design of the bottle conveys the incredible lightness and freshness of Chezz beer – the stylish and brand new logo in the form of an irregular quadrilateral gives the style sharpness and a sense of risk. A logo element such as the “water swirl” adds youthful boldness and daring to the drink. There are “water drops” all over the label as if protruding – this unusual design solution of the label texture brings new pleasant impressions of the brand to the customer.
“Chezz” has truly become a youth trend and a successful brand!
TM “Tuborg”
The design of “Tuborg” – reveals the openness of the brand, innovation and breaks stereotypes!
“Tuborgis a beer for innovators, independent, free and self-confident people who enjoy the joys of life with flavor. Tuborg TM has expressed itself in three varieties: Green, Black and X-Fresh.
Tuborg GREENis a variety that associates itself with fun, festivity and GREENdiose mood. This is a classic variety of the brand, that is why the traditional green color is chosen in the design.
Tuborg Black is amysterious Tuborg for the most daring, risky and active. This variety contains guarana component, which gives a lot of strength and energy. Black color in the design of the bottle and label is chosen absolutely accurately, black is the color of mystery and energy.
Tuborg X-Fresh –light, fresh, cool design clearly reflects the idea of this innovative variety that gives a feeling of incredible freshness and coolness. The bright yellow color of innovation and rich green color of freshness are perfectly matched and harmonize with each other.The common design element – “crown” on the body label evokes the feeling of high quality of the product.Diagonal inscription “Tuborg” on the neck ring looks unusual, new, innovative – and in the style of Tuborg.
The positioning concepts of the three beer brands under consideration have similar features, but due to the packaging design they are not similar to each other and seem radically different and unique! Design – design is a powerful tool for influencing the consumer and opens up many additional communication opportunities.
Conclusion: The beer market is increasingly appealing to young people – this is its main target segment. Beer is becoming the main “youth drink”, so every producer strives to position its trademark accordingly – bright, active, fun! More and more often beer producers are expanding their product lines by launching new special youth offers.
