DIA brews up ‘clubby’ kind of fruit beer

Scottish & Newcastle is currently launching a new fruit beer with the “wickedly different” name of Diablo. The drink’s positioning, identity and packaging are by London consultancy Design in Action.

The lager and peach juice drink aims to appeal to men and women in the 18-30 age bracket. “It’s very much a clubby kind of drink,” says DIA head of packaging Trevor Bradford.

The pack design has to perform on illuminated cold shelves of nightclubs and pubs, while reinforcing the characteristics of “a drink for confident, independent people”, adds a DIA spokesman.

The black bottles carry a red logo which gets maximum display impact by being printed in an ink “which really glows under UV light”, says Bradford, who started work on the project in early 1992 and originally came up with five separate brand positionings for initial research.