Frozen--and functional--Paradise

Introduced as a test to stores in thirty states this past July, the new line offers distinct advantages in packaging. "We looked at [the competitors'] packaging and tried to learn from what they had done," says Ed Barden, senior brand manager at the New York-based company. Designed with functionality in mind, the pouch's special features create a package designed for picnics or outdoor consumption. "One of the things we did was make it a stand-up pouch, which makes it easier to manage," he continues. Laser-scored perforations create an easy-open tear strip, eliminating the need for scissors. When the tear strip is removed, it reveals an opening roughly 2" wide. That makes it easy to pour, drink straight from the pouch or insert a straw. The multilayer pouch structure is gravure-printed and supplied by American National Can (Chicago, IL). Seagram prefers not to disclose material specifications. Pouches are produced on unspecified form/fill/seal equipment by contract packager Olmarc Packaging (Franklin Park, IL). They're sold as a single unit, or in a paperboard carrier that holds three pouches. Malnove (Omaha, NE) supplies the 20-pt SBS gravure-printed carton. Frozen Paradise Flavored Malt Beverage is available in Pina Colada and Strawberry and Peach Daiquiri varieties. Suggested retail price for the single pouch is $1.99; a three-pack is available for about $4.99.