For many years, Blossa held an unthreatened position in new and innovative mulled wine flavours. Today, this is not the case anymore. Competitors are catching up by launching their own versions of unexpected flavours as a mean of competition. So, what could Blossa do to vitalise the brand further and manifest the position as not only a market leader – but the market leader?
When we started working with Blossa for the 2011 Edition we created a design concept with the purpose of evolving with each new annual release. This would move the brand into a larger context beyond taste and perception of a traditional Christmas drink. Blossa could continue the yearly releases, adding new exciting tastes to the traditional beverage but in a larger context and with a greater story to tell. Since 2013 Blossa has travelled to six different destinations – from India to the Swedish wildwoods – to collect the most interesting ingredients and design elements available.
The launch is considered a prime happening in Sweden every year. After a long timeline of new styles, it still attracts lots of press and buzz in social media, as well as in magazines, food networks, morning shows, and evening press. It’s enormously popular among stylists, bloggers, and as a design object for collectors. It’s also common for the product to be sold out several days or sometimes weeks before the Christmas weekend, and this year it even broke new sales records at Systembolaget. Let’s just say that we’re proud.