Design / Beverage / Glass

Shock Top's Bottom Line

November 1, 2012
/ Print / Reprints /
ShareMore
/ Text Size+

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.

11/18/14 2:00 pm EST

Perfecting Package Design with Digital Solutions

Brands know that good package design plays a significant role in the commercial success of a product. After all, customer will experience the packaging before they experience the product within. Have you explored all the possibilities when designing a new package, or do time restraints and other limitations get in the way from delivering perfection? Advances in digital printing and finishing technologies now allow brands to explore even wider ranges of design possibilities within their ever shrinking timelines.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DG_2013Cover.gif
Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products

STAY CONNECTED

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

SDG