Because Esio Beverage didn’t have an actual product when qualifying contract packagers, the company had to sell potential partners on other aspects of its new beverage system.
By Jim George
Establishing this trust and getting buy-in from the earliest stages of development were crucial for contract packaging to play a successful role in the operation.
“Consumer focus groups gave us a 100% rating on the convenience factor,” says Lyle Myers, Esio Beverage president. “We also found out that 80% of the consumers spend between $30 and $60 a month on noncarbonated beverages.
“This was all part of the story that we had to give our co-packer to get them to understand that these are expendable dollars that people are already using.”