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Admiral Iced Tea achieves sophistication

Exquisite printing on cans brings an ultra-premium tea into the ready-to-drink tea arena.

Admiral_Teas
Admiral_Teas

A good category audit can uncover opportunities that might not seem readily apparent when the goal is to break into a crowded category with a new product. But that’s just what Hansen Beverage Co., Corona, CA, did when it wanted to introduce Admiral Iced Tea, and was mulling options to position the product amid a shelf full of competitors in ready-to-drink tea.

The audit pointed to a clear direction. β€œIn ready-to-drink tea, everything is premium and in PET or glass bottles,” says Dylan Spencer, Admiral Iced Tea Brand Manager. β€œOur idea was to bring an ultra-premium item to that subsegment of the ready-to-drink iced tea aisle in a 24-oz can with a worldly design and a premium look.”

Hansen Beverage, working with its supply chain, developed a stunningly decorated, two-piece, 24-oz can, from Rexam Beverage Can America. Hansen Beverage selected a can because there was only one existing ready-to-drink tea brand in a can.

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