The reality is three-fold. Firstly, some brand giants are entering these territories to buy key brands or establish new manufacturing plants. Secondly, a much more progressive and bold step is evidenced by those brands finding new ways to refocus on and develop these territories by respecting their culture, customs and iconography through npd and design innovation – such as Smirnoff’s limited edition secondary pack to mark The Year of The Tiger. SAB Miller RUS recently launched a couple of new beer brands specifically aimed at a young female audience and positioned as a stylish accessory for social drinking occasions. The design of Redd’s – with variants such as the flirty and playful Redd’s Velvet Fire - clearly represents the various taste profiles and brings to life the distinctive feminine personalities and styles of the target audience.

Thirdly, and of the most interest, we are seeing challenger brands from new territories (with the BRICs being among the most prominent) challenging the traditional brand icons to create a new brand landscape and design direction. Brazil made its mark on the global drinks scene with its famed Caipirinha export. Now Leblon, producers of Cachaca in Brazil, and cocktail mixer Finest Call have created ‘The Ultimate Caipirinha Kit’ in a simple, carry box and with a pictorial design perfectly showcasing the seductive, sensual and exotic nature of the Brazilian culture.

 

And if we look again at Russia, many will not know of Russia’s champagne heritage and notably from the celebrated Abrau-Durso vineyard but its new label design is certainly attracting the media’s attention. The design follows premium graphic cues but has a subtle quirky twist – with a monkey illustration – which forms the basis for a unique brand narrative: the ancient Russian nobility kept monkeys for the amusement of watching them open bottles of champagne and, as the drink started splashing, trying to close them again with their legs. This tradition, heritage and symbolism combined with a truly original and bold graphic presentation makes for a very interesting offer in a champagne portfolio currently competing for differentiation in terms of collaborations, limited edition artworks and ‘lightweighting’.

 

Both Redds and Abrau answer the Russian cultural need for a high level of glamour and attention to detail. And the brand opportunity now, for established and new brands, is to look and learn from local needs and culture and reflect them globally in new forms of product and design expression.

Lebanon’s famed Chateau Musar wine perfectly summarises the challenging spirit and raw energy of a country/brand putting a positive spin on past adversity and boldly challenging the wine giants with a premium palate and design.

Lebanon is just one, of a collective force of new territories, bravely pushing the boundaries by fusing elements of their heritage and cultural civilization with a challenging design communication. And this is opening up new ways of seeing the beverage marketplace through original expression and innovative aesthetics - breaking down existing brand and retail barriers to create a new, exciting and diverse global bazaar.

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Jonathan Ford is a designer and Creative Partner of Pearlfisher – www.pearlfisher.com