Shifting trends, growing concerns for health and the environment and increased spending power of the millennial consumer throws up both challenges and opportunities for the alcoholic beverage market. Consumers have growing preference for products that make it easier for them to make savvy health choices meaning small pack sizes and packaging with portion-controlled servings are becoming more and more popular.
O-I Glass saw the opportunity to develop a new premium segment by utilising a bottle specifically aimed to engage millennials and introduce them to wine. Enter Little Fox, an industry bottle designed for use by winemakers and brands wanting to expand their offering. Created in partnership with students at Auckland’s Unitec Institute of Technology, the Little Fox bottle demonstrates how perfectly a new generation of designers can inspire a new generation of consumers. Voice were engaged by O-I to provide creative direction on communications and brand messaging and to assist O-I in taking Little Fox to market.