“Men don’t drink pink drinks and don’t drink using straws” this statement is prevalent when gazing into the drinkables category in our market. The latest offering from Bernini, for example and many other liquor brands, – a drink commonly consumed by women in grove (clubs and social setting such a festivals) resuscitates this phrase with Bernini Classic bottled in a green bottle.

Green bottles inherently carries the notion that one is drinking some lager or beer of some sort, which is a function of what men drink.

As masculine a society we dab ourselves, the clothing industry has won the ‘pink colour’ narrative and dispelled any forms of weakness associated with the colour. More men have warmed up to wearing pink apparel. However, the beverage category faces the challenge of capturing both male and female with a single offering.

The insight aforementioned offers opportunity for brands to disrupt the current status quo and norms.

With Champagne having bull dozed its way through our society given its sheer premium look and feel .Bernini’s sparking grape frizzante poured in a champagne glass gives the consumer this premium feel “because bubbles”.

Khanya Mali
Khanya Mali is a marketing and brand communications enthusiast with a penchant for building brands on both client and advertising agencies and a “creative” in his own right. “Insights are the bark to every wondering creative work”