The “niche-ification” of the beverage industry and brand-owners’ struggles to win consumers’ attention for new and existing products has led to an intriguing dynamic: New beverages keep popping up in atypical packaging formats, and the sweet spot seems to be the can.

For example, last October Packaging Strategies covered a new Latino-focused horchata product, Madrina’s, in a 16oz aluminum can, a departure from other horchata formulations packaged in plastic bottles or aseptic cartons. Then came the winter holidays with their increased attention to alcoholic beverages, and news bubbled up about two new category standouts: Sparkling Black Muscat wine in a can, produced by a Denver-based winery called The Infinite Monkey Theorem, and scotch whiskey in a can, imported and distributed by Orlando, FL-based Scottish Spirits...

To read more of this article, subscribe to Packaging Strategies Newsletter.