Is the message getting through?

I’m sure there are a few other kindred spirits within the industry that get excited when there’s coverage of canned products featuring within the mainstream media. I know, I don’t get out much; particularly during a pandemic.

Welcomingly, the television programme This Morning had a feature this week on ‘Tinned Tipples’. So there I was, at 11.30am, tuning into daytime television in expectation. It was unfortunately a brief snapshot into the challenges the industry still has to overcome. Although talking about alcoholic beverages before midday did feel somewhat rebellious!

The products chosen had a mixed reception from presenters Phillip Schofield and Holly Willoughby. Refreshingly, there was a reference to how the canned wine and cocktail products didn’t taste ‘tinny’ at all, and a couple of the drinks struck the right chord with the duo.

However, in what was a rather rushed segment, Schofield said he didn’t see the point of one particular spirit mixer, when you could just make the drink yourself. There was also no reference to the fact that aluminium is infinitely recyclable, excellent for ‘on-the-go’ and the environment’s first choice. I know I’m not exactly the target audience for these types of programmes, but it was disappointing to see a lack of education to the viewers.

Essentially the programme was a brief filler, but it’s certainly worth considering the challenges involved. This Morning attracts 1.5 million viewers daily, and the presenters do certainly have some clout in the world of social media. The programme shows how the metal packaging industry still really needs to hammer home the message of its inherent benefits, even to the point of over-saturation.

So for any would-be marketeers out there, when offering up samples to the media, always have our sustainability credentials at the top of the agenda, as they are still being neglected. However, the fact we’re talking about canned seltzers, spirits and wine is a step forward in the right direction.

Nearly every other day we’re witnessing a new beverage can launch, so we’re certainly seeing a revolution, albeit a quiet one when it comes to the mainstream press.

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