Beverage entrepreneurs love to tweak their brands, overhauling packaging and marketing with abandon. But it’s hard to make the changes without a direct objective.
Not so for Honeydrop Beverages – a brand of honey-sweetened juices and teas – which went into the redesign process with a clear objective: while the company had found some success within the natural foods channel, founder and CEO David Luks knew that greater growth would require an eventual transition into the mainstream market. Luks understood that a new look had to precede such a move.
Earlier this year, Honeydrop moved from a stock PET bottle to a custom glass container and introduced a new clear label with a more defined bee imprint and its tagline, “Powered by Honey,” prominently featured. Honeydrop also introduced a number of new honey and tea SKUs to give the brand broader appeal to mainstream consumers.
In the following interview, filmed at the 2011 Natural Products Expo East show in Baltimore, Luks explains how, in order to make his line of drinks more accessible to mainstream consumers, he had to make major changes to Honeydrop’s packaging to better reflect the brand’s honey essence and honey positioning. Luks also provides to BevNET.com editor Jeffrey Klineman further details on Honeydrop’s evolution into a mainstream beverage: explaining how honey – with its antioxidant and health benefits – gives his brand a significant edge amongst competing products, and why a slow and steady roll-out has been effective for Honeydrop. Luks also explains the importance of being different product – though not niche one.
Video editing by Joshua Pratt.