Robot Food is partnering with ZX Ventures, the global growth and innovation group of AB InBev, to be an agile brand partner for its latest product innovation, a light and bubbly ready to drink wine spritz called Sincerely Sabella. Robot Food will help shape the Sincerely Sabella brand and to support its creative marketing strategies.
Simon Forster, founder of strategic branding agency, Robot Food, said: “Sincerely Sabella hasn’t gone through months of old-school product and brand testing, it’s all about getting it out there, testing it with real consumers then making changes as we go, which is such a refreshing way to work.”
Led by Sincerely Sabella Founder Kendra Kuppin, Sincerely Sabella’s launch is a response to changing consumer needs, which include premium alcohol products that don’t sacrifice on convenience. “Drinking behaviour is changing quickly, and it’s critical to keep an ear to the ground to keep up,” says Kendra Kuppin. “There are a few intersecting needs at play – desire for lower alcohol products, decreased formality around wine and spirits, and movement towards high quality convenience products.” Sincerely Sabella taps into all three need states. It is a sparkling, ready-to-drink wine spritz, made with Italian white wine, Italian blood orange juice, and a touch of blood orange bitters flavour, which, because of the can, can be consumed anytime, anywhere.
The product format and drinking occasions that come with it was the basis of the creative thinking for Robot Food. Simon Forster added: “We worked with a creative concept that sells an attitude, not a drink. The can gives the consumer freedom and that’s where we started. The overarching idea we then developed, ‘in your hands’ rivals competitor brands in the way it speaks to consumers. In a refreshing change of narrative, Sincerely Sabella is about just being there and enjoying the moment, whatever you’re doing. You make the experience, not the drink.”
Sincerely Sabella launched in London in early June 2019. This will mark the first stage of the brand’s in market testing process.