Food & Drink (183)
Culturally tailored drinks
The Turkish spirit Raki has been transformed into the cocktail Rakito in order to target the Chinese market.
Why it matters
With China finding the taste of Raki too strong due to its anise ingredients, the Turkish company has adapted its product to suit this different audience. In a globalised world, is this a cultural challenge global brands will face less of in the future?
The Austrian “Flat Lake” wine, exclusively available at the inexpensive supermarket Hofer, turned out to be a surprising success at an international wine guide blind-tasting. It was awarded the prize of “golden wine bottle”.
In keeping with their slogan of ‘positive energy for the 21st century’, confectionary brand Mars have opened up their brand to act as a vehicle for their consumers to send positive messages to their friends and family. For a limited period the packaging sleeves have been printed with words such as ‘Happy’, ‘Smile’ and ‘Good Luck’ in the famous Mars font.