Cracking Open #2 — Dress to impress

Blame it on the cost-of-living crisis, where a single cocktail in a bar can cost as much as a bottle of spirits from the supermarket. Blame it on new habits formed post-COVID or a growing shift away from high-calorie pints. The reality is that Ready-to-Drink beverages (RTDs) are booming.

This is the second article in our series exploring trends and posing "What if?" scenarios for RTDs, all guided by NB Studio’s ethos to defy convention and create change.

Let’s remind ourselves of the big picture: according to research from NIAAA (USA), people are consuming more spirits than any other category of alcoholic beverage. One reason for this rise is the premium appeal of spirits. Beyond their higher price, a sleek martini glass looks far more sophisticated than a beer bottle, whether on a nightclub table or in a social media post.

Beverage companies understand that aesthetics sell and invest heavily in crafting elegant glass bottles for their spirits. However, the same attention isn’t often given to their canned counterparts. Take a stroll through a shop, and you’ll rarely find a can that could be described as “impressive.”

What are you having today?

A standout example in can packaging and brand design is Tom Holland’s Bero, designed by Center. The art direction strikes a perfect balance: cool vintage Americana meets Luca Guadagnino’s cinematic elegance. The ad campaign—featuring people playing tennis—exudes Lacoste-like sophistication. It doesn’t hurt that Zendaya wore the brand’s colours on the red carpet. This product nails the Gen Z ethos with its low-alcohol formula while avoiding clichéd aesthetics.

Soft drinks are getting harder, and hard drinks are getting softer, as the lines between alcohol and no-alcohol continue to blur. According to IWSR, 58% of consumers want to switch between full-strength and low/no ABV drinks within the same occasion.

Could we capitalize on this fluidity by offering multipacks of RTDs in varying strengths? Design could play a crucial role in making these choices clear and judgment-free.

The same consumer who opts for a can because it’s convenient might also be willing to pay a little extra for uncompromised quality. We’ve come to expect our on-the-go drinks to deliver the same complexity and finesse as those mixed in a high-end bar.

What are you making today?

Back in 2019, just before the pandemic, Dragon Rouge helped Coca-Cola tap into cocktail culture with its Signature Mixers, a range of mixers made with exquisite ingredients designed to pair with different spirits. Although discontinued in 2022, this was one of the rare moments when the word "premium" could be associated with cola.

Another example of premium cola comes from TikTok sensation Nara Smith. In a mesmerizing ASMR video, Smith crafts a homemade cola from scratch, capturing the charm of cocktail-making.

Part of the allure of cocktails lies in the ritual of making them. So, what if RTDs embraced this? Imagine a line called "Ready to Garnish," featuring cans with compartments for final touches—perhaps coffee beans for an espresso martini or flavoured ice for a drink served straight from the freezer.

On special occasions, we might channel our inner Nara Smith, but sometimes there simply isn’t time to craft the perfect drink—or even to wait in line for one. What kind of RTDs could complement someone dressed to impress at events like Ascot, Wimbledon, or Formula 1?

What are you wearing today?

Here’s a curveball: let’s talk champagne.

Long associated with celebration, champagne's roots trace back to French royalty, where it featured in coronation ceremonies in the Champagne region. Spraying champagne on people didn’t start with Emily in Paris. The tradition to bathe winners on the liquid made popular by Formula 1, and now present in many sporting events, actually began in the 24 Hours of Le Mans of 1967.

Our high-end RTD concept for such events? Champ. It’s not just a drink; it’s an accessory—a medal in hand. Reverse-engineering from fashion, we considered what would complement a chic outfit. But this idea isn’t just about aesthetics. Could the content's quality—and its price—vary by label, similar to aged spirits? Would consumers pay more for a refined RTD experience?

Great liquids deserve great packaging. Today, we’ve explored how brands can align with their customers’ lifestyle and fashion choices. In our next article, we’ll dive into trends around collectibles and gifting. As always, drop us a line if you’d like to explore some of these ideas further.

Cleber Rafael de Campos is a Design Director at NB Studio. Lucy Davies is a Strategist at NB Studio .