Are Cans What’s Next for Kombucha?
Most brand owners know that a product’s packaging helps crafts its identity, but when a category chooses to adopt a certain type of uniform what happens to the brands that forego it?
For example, would consumers consider purchasing kombucha, which is commonly packaged in glass bottles, that came in a can? Some brands are giving it a shot. Washington-based Kombucha Town and specialty food retailer Trader Joe’s have each released canned kombuchas, a move that Oregon Live’s David Greenwald suggests could meet the same success as canned wine. With Portland, Ore. currently a hive of kombucha innovation, Greenwald believes that entrepreneurs in the city will soon adopt cans.
“The arc of history bends toward kombucha convenience, and we’re sure someone in town will start canning sooner than later,” Greenwald said.
How Slingshot Coffee Got Into Target
Breaking into Target and other mainstream retail chains is a major boon and an important stepping stone to success for any brand. But few have made as serendipitous a landing into the channel as Slingshot Coffee Co.
Business Journal reported Thursday that the small North Carolina-based coffee company had launched in nearly 250 Target stores. But according to co-founder Jenny Bonchak, it was Target that made the first move.
While vacationing in Florida, a Target buyer had purchased a bottle of Slingshot from a Whole Foods store. The buyer fell in love with the brand and sought it out for placement at…
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