Download this free, 80-page Food Safety Playbook jam-packed with strategies for success, best practices, how to ensure compliance with FSMA, and pitfalls to avoid. Written specifically from a packaging perspective
Learn more
Video |

Beverage Roundtable: Package designs that elevate mainstream products

How do you sell a mainstream product with better-than-mainstream design? Experts Rick Barrack, Will Burke and David Padula went shopping for the answer. Here's what they found...

Rick Barrack of CBX chose Stewarts Fountain Classics, steeped in nearly a century of tradition. Will Burke of CB'a Brand Engine chose Orangina, France's top-selling carbonated citrus drink with a strong U.S. presence. David Padula of p design lab chose Miller 64, a fascinating redesign of an unchanged product, Genuine Draft Light. Each brand is well established but uses a different strategy to convey a unique identity.

A question for you who watch this episode: What would you change if you were to take-on a redesign? Hope to see you in the comments section.

Beverage Roundtable is the show where the experts go shopping, then meet-up for a live video discussion of the packages they chose.

For each episode, package design experts — Guest Critics —choose a beverage package that illustrates a theme. Next, the group meets with show host Bob Sperber to discuss the pros and cons of each package, from format and graphics to business strategy.

Tune in! Then join in the conversation in the comments thread at the bottom of each episode's homepage. And: Keep drinking.

Related Sponsored Content

E-Book Special Report
Total Cost of Ownership
Sign up to receive timely updates from our editors and download this E-Book Special Report to learn how to calculate the true Total Cost of Ownership (TCO) of your packaging machinery.


Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
Each newsletter ranges in frequency from once per month to a few times per month at most.