Review: Monfefo Ginger Water
Covers Products: Ginger Water
Ginger Water is the latest product from Monfefo, which is a company that has been focused exclusively on cold-pressed beverages that are packaged in a 1.7 oz. shot format. The company also won the New Beverage Showdown 11 at BevNET Live Summer 2016.
Their focus to date has been with two products: a ginger shot (their flagship) and a turmeric shot. Both are sold as in both multipack and single unit form. That being said, expanding into a full size product isn’t that much of a stretch, especially since Ginger Water is a concept that is very much in line with what they’ve been marketing to date.
The formulation for Ginger Water includes water, organic cold-pressed ginger juice, organic lemon juice, and organic honey. It very much tastes like a Monfefo Ginger Shot mixed with a bottle of water, which is to say that its flavor profile is much much lighter than their flagship product. Calling it a “Water” is a pretty accurate descriptor -- and this product is quite crushable.
Still, we can’t help but wish there were a bit more flavor. Why? Well, we wonder if the perceived value of this product will be at odds with the price tag (which is certainly going to be higher than plain or flavored water). Furthermore, if you’re a fan of Monfefo’s shots, this product isn’t necessarily for you. Also, it’s a little confusing in terms of its impact on the brand, although it’s still in startup mode.
As far as the packaging goes, we really like how they’ve created something that feels like an extension of their core product. In many ways, this larger format allows their branding to shine a bit more than it does on the much smaller label of the shot container. The copy is clean and easy to read, with straightforward messaging.
However, we’re not sure that consumers will recognize the flowering ginger plant that’s on the label since it’s the root that’s both more familiar and where the juice comes from. While it looks nicer than a ginger root, it seems like it has the potential to distract (e.g. “What’s this?”) rather than help. In addition, we wonder if they shouldn’t directly address the level of spice (or lack thereof) that’s contained inside the bottle.
In the end, we feel as though Ginger Water is a step forward for Monfefo in terms of establishing a product line that has a broader reach than just the shots. There’s certainly some room for refinement -- and perhaps additional SKUs -- but this is a nice starting point for the product.