For Ruby founder and CEO Noah Wunsch, making the move to printed cans comes with plenty of momentum and optimism – and a bit of heartbreak.
“Having a sci-fi universe with a hibiscus volcano on the front of the can is something that I really love,” he said earlier this month, referring to the brand’s ‘Rubyverse.’ “I hate that it does not have that anymore. It breaks my heart in many ways.”
“But,” he adds, “I know that the step forward we’re taking is…a real step forward in our evolution in our ability to kind of find new audiences too. And that’s really rewarding.”
As the latest victim of a oft-repeated cycle for beverage brands, Wunsch and Ruby discovered that the differentiating factor that helped the brand establish a presence on-shelf in 2020 for its 12 oz. cans had become, in some way, an obstacle to further growth.
Across multiple rounds of retailer conversations and consumer surveys, the brand heard a similar refrain: the lovingly created ‘Rubyverse’ – the bright and loopy cartoon aesthetic splashed across its five SKUs, featuring the aforementioned hibiscus volcanos – just wasn’t “ready” for mass shelves, on top of being a tricky ask for a printed can.
The primary goal of the redesign (assisted by Flock Creative) was to simplify Ruby’s core proposition of hydration with clean ingredients and clearly emphasize its flavor range, which was previously indicated via color cue.
In other words, the callouts to electrolytes and ’enhanced hydration’ are still there, but slightly in the background. The changes were made with existing partners – including Whole Foods, Earth Fare, Thrive Market, Erehwon and Lawson’s – in mind, and to offer a path towards more broadly accessible channels.
“The messaging is more macro,” Wunsch said. “At the end of the day, we are a sparkling water first and foremost, with hydration as a benefit.”
On the backend, Wunsch said the time is right for Ruby to realize the “considerable savings” of moving into printed cans; SRP is currently $2.49 – $2.99 per can ($32 per 12-pack on Amazon). Those savings will be passed on to the consumer at some point, with the caveat that the brand is “really focused on how we can be profitable at this stage,” he acknowledged. Expect the brand to continue leaning into hyper focused partnerships with creative-driven brands like Brooklyn hospitality space Public Records or boutique cinema chain Nitehawk.
Four years after its launch, Ruby remains unique in its focus on building around hibiscus, though beverage products featuring the flowering plant as an ingredient continue to proliferate. That may mean more potential competition for Ruby, but it also suggests that those exploding hibiscus volcanoes can be quietly retired.
“The cool thing is that the conversations we have are way more about the understanding that this is its own category,” Wunsch said. “We have buyers that we meet at trade shows who say ‘I know hibiscus beverages,’ whereas it used to be ‘I already have XYZ hibiscus-flavored beverage.’ Right now people are saying ‘I need a hibiscus beverage,’ which speaks to it as a key ingredient rather than a flavor. And that’s really, really awesome to hear.”