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Article | August 31, 1996
Mixing into the marketplace
Originally a producer of iced tea concentrate for foodservice, Beach Brew Beverage Co.'s first retail introduction comes in an attention-getting package: a die-cut pouch resembling a pitcher and containing a liquid iced tea concentrate.
"It's the only package we know of with this type of shape for a liquid concentrate on retail shelves" says Frank Igo CEO for the San Diego CA-based company. Beach Brew Gourmet Iced Tea and Beach Brew Gourmet Lemonade are designed for easier mixing by consumers. Each 1-oz package makes 2 qt. Sold singly or in multi-packs Beach Brew is stressing the versatility of the small package for the retailer. Design firm Scott Ross (Glenview IL) helped Igo flesh out his concept for the pitcher-shaped pouch as well as for his graphic theme which displays a summer beach scene. Lithotype (San Francisco CA) supplies the film a four-layer structure comprising an external layer of 48-ga polyester/10# low-density polyethylene/.00035 foil/11/2-mil LLDPE. The film is printed offset in five colors. Rollstock is sent to an unspecified contract packager where pouches are produced through a form/fill/ seal operation. Introduced at the FMI show in May six flavors of Beach Brew began appearing in warehouse and grocery stores nationwide last month. Suggested retail price is about 99¢ for single pouches about $7.49 for a 12-pack.
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