Bevspace: Innovation


Gotta love those crazy cowboys down at Shiner Beer.

For years, Shiner Bock has been one of the great regional stories of the domestic beer scene, selling almost exclusively to a Texan audience but achieving significant saturation levels.

But at last year’s Austin City Limits Festival – a massive, three-day concert extravapalooza featuring hundreds of bands and nearly 200,000 total attendees – Shiner found itself shut out of a beer sponsorship by Heineken, which had ponied up to be the exclusive beer sponsor, according to Advertising Age.

So what did Shiner’s ad agency do They passed out Shiner Bock lookalike keep-em-cold beer sleeves to 10,000 attendees, many of whom slipped them right onto their Heineken cans.

The stars at night aren’t the only things that are bright in the heart of Texas, apparently.


Bottled water containers are now the single most recycled item in curbside recycling programs, according to data from a pair of new studies from the National Association for PET Container Resources.

NAPCOR found that the average number of water bottles per pound of recycle-ready plastic recovered from curbside programs rose from 12 in 2006 to 13.78 in 2008.

The Association also determined that consumers recycled 23.4 percent of disposable water bottles in 2007, a double-digit increase over the 20.1 percent recycled in 2006. Overall, PET water bottles now account for 50% of all the PET bottles and containers collected by curbside recycling, NAPCOR said.


By now, everyone’s sick of hearing about the plunging Dow and escalating unemployment rate. Well, brace for a little more down-economy talk – but at least it comes with advice.

IRI has determined that consumers have entered the third phase of the recession, where those making less than $100,000 will be keeping a tight grip on their wallets for a long time to come. To pry a few Washingtons out of those clenched fists, IRI had the following advice that may be helpful to beverage marketers and retailers.

Shift promotion strategies to the home via traditional marketing and online promotions. More consumers, IRI said, are planning their purchases before they enter the store. Therefore, they need to be aware of promotions before they start shopping.

With tight wallets come tight budgets, and IRI suggests that manufacturers work tightly (see a theme?) with retailers to assure the best possible value for their mutual customers.

Shoppers are sticking to familiar products, so if you have a new beverage idea, now might be a good time to stick it in your hat and wait for the recovery to start. Unless you already have an established brand, in which case, IRI suggests an enhanced brand-extension strategy. The firm also suggests that retailers expand shelf space for existing brands at the expense of new brands.

IRI said these could be good strategies for more than the short term, as shoppers are deeply worried about the future, and the changes they make now will last until that worry passes.