New malt beverage receives distinctive triple label

 In July 2006, FEMSA Cerveza, Mexico City, Mexico, introduced “Soul Citric,” a flavored malt beverage (FMB) with citric extracts, through its “OXXO” convenience store chain. Following that successful launch, the product was rolled into large supermarket chains throughout Mexico in January 2007.

The low-alcohol/low-sugar beverage is being packaged in 355-mL clear flint glass bottles with metal twist-top crowns. The bottles and crowns are self-manufactured by FEMSA affiliates Sivesa and Famosa, respectively. The bottles are supplied to the brewery in Gaudalajara in pre-labeled form.

To enhance the appearance and market attractiveness of Soul Citric, FEMSA selected clear 2-mil biaxially oriented polypropylene labels supplied by Spear (www.spearsystem.com). Each bottle carries three pressure-sensitive labels:

• A front label decorated via a three-color flat screen print plus flexo varnish.

• A back label printed by six-color rotary screen/UV flexo-print combination plus flexo varnish, with the first two colors reverse-printed so they can be viewed through the bottle.

• A neck label printed by five-color rotary screen/UV flexo-print combination plus flexo varnish.

The labels are pre-applied to the bottles using a Kosme (www.kosme.it) high-speed, automatic, three-head, pressure-sensitive labeler. Kosme is an independently operated company owned by Krones, Inc. (www.krones.com).

Soul Citric, which provides FEMSA Cerveza entry into another product sector beyond beer, was developed following extensive consumer research in Mexico. It is targeted toward men and women looking for a new beverage option and is being sold in individual bottles, four-packs, and 24-packs. FEMSA estimates the FMB market in Mexico is worth US$200 million and is growing at 8% per year.

The brewer is very pleased with the premium appearance of the Soul Citric packaging, enhanced by the distinctive labels. Says FEMSA Cerveza director of marketing Angel Abasolo, “We have focused strongly on the modernization of our business and have introduced sophisticated information systems that help us understand consumer preferences. Thanks to this, we can develop new beverages and strengthen our portfolio by offering new products and package designs that consumers require.”