Premium Canned Whiskey Cocktail
What is Red Bird?
Red Bird offers pre-mixed whiskey-based cocktails inspired by the diverse array of delicious drinks found in both casual and upscale settings. Picture yourself enjoying a premium-tasting cocktail while hiking or playing beach volleyball, all without the hassle of glass bottles or mixers. Red Bird is the drink of choice for those seeking an alternative to the peculiar aftertaste of malt liquors or the cheap flavor of bulk whiskey mixers. Our goal is to bring the sophistication of Old Fashioneds and Sours out of the lounges and into outdoor spaces and social events.
Red Bird's objectives materialized through a thorough analysis of competitors within the whiskey and canned cocktail market. By initially scrutinizing Molson Coors' product range, I identified a gap in their offerings: a deficiency in premium liquors and East Coast-inspired drinks. In the broader market landscape, Red Bird distinguishes itself with its traditional packaging approach and captivating cocktail selections.
How did we get here?
Red Bird draws inspiration from my passion for mixing and enjoying cocktails, aiming to offer a convenient yet premium option in the adult drink market. Many consumers, like myself, seek an alternative to standard beer and cheap liquor options. Red Bird aims to attract young adults by providing a hassle-free, easy-to-drink, premium tasting option. The brand's design is inspired by traditional whiskey illustrations, creating an eye-catching focal point to attract consumers. The name "Red Bird" is derived from a Kentucky river, symbolizing adventure and tradition, which aligns with the brand's aim to introduce classic whiskey cocktails like Old Fashioneds and Whiskey Sours to a new audience. By offering pre-mixed cocktails with premium flavors, Red Bird aims to expand consumers' palates and appreciation for whiskey-based drinks. Through strategic marketing emphasizing convenience, premium taste, and the brand's connection to tradition and adventure, Red Bird aims to establish itself as a go-to option for young adults seeking quality cocktails.
Where can it go?
My primary inspiration for Red Bird stemmed from observing Liquid Death. The essence of Red Bird lies in its packaging, drawing upon the traditional illustrations reminiscent of Liquid Death's branding. While Liquid Death transforms water packaging into a metal aesthetic, Red Bird's aim is to make canned cocktails universally accessible and relaxing. Unlike other canned cocktails lacking in illustrations and clear visuals, Red Bird's objective was to integrate the traditional whiskey brand illustrations onto its premium canned products. My aspiration for Red Bird is to propel its illustration-based packaging and extend its identity to encompass other premium adult beverages. I would like to refine Red Birds identity and packaging to make it meld with other products but have its indentity stand out among the other brands.