Isaac’s leads big changes at Mac’s
Back to basics packaging.
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Hawke’s Bay
The Mac’s beer and cider range, plus its spinoff Isaac’s cider brand, have undergone major repackaging changes.
First off the rank is Isaac’s, which was first launched by Lion under the Mac’s brand.
This will be followed later this month by changes to the main Mac’s brand, which includes craft beers as well as cider. This will feature a new logo, new packaging and an extended its product range.
Mac’s is also introducing a new scale to rank the beers and ciders from one to seven, defining the intensity of the taste as the number rise.
“At one end it refers to ‘quench’ for beers that crisp and lighter in style, generally,” says Mac’s brand manager Dave Pearce. “At the other end is the word ‘savour.’”
None in the range scores a one or seven.
New elements on the label include the story of Mac’s by adding “since 1981” and new graphic representations that are aimed at depicting each beer’s style.
Three new ciders are being introduced – Blood Orange and Cardamon, Chilli and Lime and Cranberry & Ginger – in 568ml imperial bottles.
Meanwhile, Isaac’s brand manager Kate Fisken says, “It’s five years since Isaac’s Cider first launched originally under the Mac’s brand. but it’s since become a significant brand in its own right.
“We believe it’s time for a fresh new look to take on more of the brand qualities that make it attractive to our consumers.
“It’s the first packaging change since the brand was launched and keeps the Kiwi summer feel featuring the sun and rays, with all packaging containing the line: a little drop of summer.
“Still made with locally grown apples for the crisp, refreshing taste nature intended, the brand’s original formula and taste will stay the same. The clear bottles, and the iconic branch, which was part of the original packaging, will also remain.”
Nevil Gibson for NBR Food Industry Week
Fri, 20 Feb 2015
Fri, 20 Feb 2015
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Isaac’s leads big changes at Mac’s
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