It comes as little surprise to hear that Bliss, Scottish Courage’s attempt to market a wine-based premium packaged drink, is struggling (MW September 16). While the company is right to be looking for ways to refresh the ailing ready-to-drink market, this brand hasn’t yet struck a credible note. The Bliss bottle is pretty, swirly, girly and over-designed – and doesn’t speak of credibility, heritage or provenance.
The RTD bandwagon is over – new brands in this niche need to emphasise their credibility as alcohol products. The idea of selling a premium mixed drink to a grown-up female drinker through a plastic-wrapped pink bottle doesn’t convince. An alcohol brand needs to be believable. If it looks over-designed, -marketed or gimmicky it will inevitably communicate exactly what it is: a “plastic” manufactured product, which will never achieve a place in the hearts of consumers.