Beverage / Design / Glass

Shock Top's Bottom Line

shock top beersShock Top, a traditional Belgian-style wheat ale, originated in 2006 under the name Spring Heat Spiced Wheat. The North American Beer Awards-winning brew changed its name and moved from a seasonal offering to a year-round product in 2007. 

The brand has a young, daring feel perfect for its foodie millennial consumer base, but Anheuser-Busch sought more innovation. Adventurous new flavors that appeal to the craft beer enthusiast’s daredevil lifestyle were being added, so strategic branding and packaging design agency Deutsch Design Works was brought in to create the packaging.
 
Shock Top needed a design that would easily stand out in the crowded beer category and interest the target consumer. DDW chose bright colors and bold graphics to complement the wedgehead character on pack. Each flavor uses a wedgehead with a unique personality demonstrated through varying hairstyles and accessories such as sunglasses or visors. Custom background and foreground illustrations communicate flavor cues for quick differentiation on shelf, resulting in a readily recognizable product in the beer section.
 
The line includes varieties such as Belgian White, Raspberry Wheat, Wheat IPA, Lemon Shandy and Pumpkin Wheat. With the Mayan calendar drawing to a close, the newest member in the brand’s family, End of the World Midnight Wheat, launched mid-October, leverages Shock Top’s bold and adventurous spirit as it stakes its claim of being the official beer of the end of the world. Visit www.shocktopbeer.com for a countdown to doomsday.
 
THE BOTTOM LINE: Since the packaging’s new look launched in January 2012, the craft-like Shock Top line has been a source of growth for Anheuser-Busch, with sales of its brews up 81 percent in the first quarter of the year — and even more since then, according to data from Beer Marketer’s Insights.  

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

march cover

March 2015

The March 2015 issue examines the idea of Branded by Color plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DGCover2014.gif
BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight