Eye-catcher for bartenders and guests: granini relaunches label designs of 0.2 l and 1.0 l glass bottles
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granini is gearing up for the future of the HoReCa business: in the second quarter of this year, the most popular fruit juice brand in the German catering industry is starting the consistent modernization of its catering presence. The new label look gives the brand a much more modern appearance and underscores the strategic development and prioritization of the HoReCa business at Eckes-Granini. The 0.2-liter single-serving bottles will be launched in April. The roll-out on 1.0-liter bottles will follow in July. The labels will also feature information relevant to the food service industry on the use and production of granini variety. "The design relaunch is a logical continuation of the strategic development and prioritization of the food service business and also pays off our current granini sustainability campaign," says Klaus Dose, Sales Director Out-of-Home & Field at Eckes-Granini Germany. Eckes-Granini Germany has been serving its food retail (LEH) and out-of-home (OoH) customers separately since April 1. "Once again, we are actively investing in the German food service business, which represents an important channel for the granini brand," Dose continues.
Targeted modernization of brand presence
Both the single-serving bottles and the 1.0-liter glass reusable range offer numerous advantages for restaurateurs with their new designs: the 1.0-liter bottles bear different lid colors depending on the subrange, which makes for easier orientation: blue lids stand for fruit spritzers, red for drinking pleasure products and black lids for cocktail premixes and basics. "One look, one feel - that's the idea behind the color concept," explains Katja Weinerth, Senior Manager granini HoReCa. "The black premium design of our 1.0-liter labels meets the catering industry's requirement for a discreet but high-quality look in the back bar area." The new label also addresses other gastro-specific requirements, highlighting product-specific info (such as vegan, preservative-free, artificial colorant-free) and describing the fruit varieties sensorially. In addition, gastronomes will find some cross-references and usage instructions for products on the labels, with a link to the special granini Gastro website (www.granini-gastro.de). The granini sustainability strategy is also integrated through the granini sustainability seal and a QR code and is explained on the homepage by means of an appealing video and further information.
The new design of the 0.2-litre containers, which is based on the popular granini design in the retail sector, gives granini a uniform brand image in the eyes of the end consumer. In line with the motto "one face to the consumer", the portion bottles ensure recognition among guests in the restaurant or at the conference. As early as April, granini will be delivering the two varieties of rhubarb and apple naturally cloudy of the 0.2-litre fruit spritzers and eleven varieties of the 0.2-litre drinking pleasure with the new label. Not only new in design, but also new in the 0.2-litre range will be the naturally refreshing and sparklingly fruity granini Spritzer Apple naturally cloudy, which will replace the trendy 0.2-litre Fruit Spritzer Apple Clear.
