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Brand restaging gives Seagram's, coolers category a lift

Can the impact of dollars invested in a package redesign be measured on the bottom line?

Pw 10427 Seagrams

United States Beverage believes the answer is yes. The company markets and manages Seagram’s Coolers, a 20-year-old brand owned by Pernod-Ricard USA, Lawrenceburg, IN.

Recent issues of both Packaging World and Shelf Impact! reported that with sales stagnating or declining across Seagram’s family of wine coolers, United States Beverage in 2004 had discarded the brand’s iconic appearance and restaged the brand as Seagram’s Cooler Escapes, with more contemporary graphics that accentuate the fun inherent in consuming the fruity, low-alcohol-content beverage.

Now that the brand’s old packaging has cycled through store shelves, United States Beverage in 2005 got an accurate read on just how much the new packaging has contributed to brand sales. In a word, the answer is significantly. Although the product formulations remain the same, Justin Fisch, senior brand manager at United States Beverage, tells Shelf Impact! that sales of the brand in the new packaging have risen beyond those of both the entire category for all of 2005.

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