When you’ve been in the business of delighting beverage consumers for over 135 years, you understand that it takes more than just a distinct product to garner interest – it takes the right packaging, too. So, when it was time for F.X. Matt Brewing Company’s breakthrough Italian Ice product launch, they turned to O-I for its premium and sustainable glass bottles.
As President Fred Matt stated, “Our company’s philosophy is to be innovative, disruptive and give the consumer something they have never seen before – that’s how you win.” The O-I partnership came together quickly as Matt recognized that both organizations were aligned with similar visions. Here are just a few reasons why glass packaging, and more specifically, O-I’s glass bottle, the Drinktainer™, was the right choice for F.X. Matt Brewing with the launch of their new Italian Ice product line.
Innovation And Disruption Designed To Connect With Consumers
One of the things that F.X. Matt prides itself on is its creativity. They are consistently asking themselves how they are going to break through the clutter. F.X. Matt and O-I entered a joint venture to create a dedicated Drinktainer™ fill line. The decision to launch Italian Ice was the latest in a series of industry firsts the company has been proud to be a part of.
“It’s a nostalgic play with a unique and different bottle,” said Matt. He went on to describe the ways it connects with consumers. “Because of the wider mouth it has a nice pop when you open it – which adds to the consumer experience, and then the aroma and flavor you're getting makes for greater enjoyment.”
Giving Shoppers A Reason To Get Hands-On
It’s no secret that the RTD industry is growing. Standing out on crowded shelves is an increasing challenge. Matt was aware of this. That’s what intrigued him about the Drinktainer™. “It stands out in a sea of cans.” Another factor that contributed to the decision was the research. A recent Numerator study, commissioned by O-I indicated that glass packaging can increase brand revenue. Consumers who purchase cans and glass spend 2 times more per year than can only consumers.
Beyond the sales numbers, getting the product in the hands of potential buyers was pivotal. According to Matt, “If they stop and touch it, at least our research is showing, there is a 60% chance they'll buy it.”
With a variety of options available from O-I, Matt was able to evaluate the unique design components of each product to determine which one he believed had the ability to captivate consumers. Combine that with the increased buyer perception that accompanies glass packaging, and he knew he had something to elevate the Italian Ice brand even further.
The Right Mix Of Product And Packaging Drives Results
The launch of Italian Ice might have started behind schedule with products not hitting shelves until after Memorial Day, but the traction and interest it garnered more than made up for it. “This is an outlier for sure,” said Matt. In fact, one leading national retailer saw such movement that it called for over 100 additional cases before July 4th.
The rapid success of the product is due in large part to the fact that it is resonating with all three key audiences. “We’ve got distributors, retailers and consumers all liking it.” While the innovative Italian Ice is the reason for this performance, Matt believes there is another factor. “Unique packaging has not gotten the recognition it should because I think it is one of the biggest differentiators right now. Everybody has sleek cans, everybody's got standard cans and it’s probably 74-75% of the business. To me, you just get lost and something like the Drinktainer™ is so different and unique. People, despite being distracted in their shopping experience, when they see something that’s different – they stop.”
Contact O-I Glass
Contact O-I today to learn about Drinktainer™ and F.X. Matt’s contract packing services to launch your product today: drinktainer@o-i.com.
