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Launch Pad New Product of the Month: High-caliber energy drink

Launch Pad New Product of the Month: High-caliber energy drink
American Beverage Co. 9mm energy drink


American Beverage Co. 9mm energy drinkNew in the Netherlands from 9mm American Beverage Co. is the 9mm energy drink with a strong gun theme that links to the product name and the packaging's shape.


Some 250ml of the fruity carbonated drink with caffeine and taurine comes in a standard two-piece aluminum can with a ring-pull closure. However, the simple addition of a reclosable injection-molded bronze-colored PP overcap in an elongated style, and the can's gold coloring gives it new character, in the form of a bullet's appearance. The format is similar to a 2001 design. In that case, the overcap was designed to give the pack a rocket-like shape.


The bullet design may be seen as risqué, given concerns over gang culture and gun-related crime, but the energy drinks market is no stranger to controversy/shock factor when it comes to packaging. For instance, in the past we have seen energy drinks in packaging resembling IV drip bags, test tubes and grenades. What's more, the overcap for 9mm-in addition to creating the bullet-like appearance-has a more practical and functional benefit, according to the company: The design feature helps maintain product freshness and hygiene.

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