Transforming your brand’s packaging can make a world of difference in your success. Just take a look at the remarkable journey of Hiball Energy.
In the past, Hiball Energy was struggling to gain traction with their glass bottles. However, everything changed when they made the bold decision to switch to aluminum cans. Sales skyrocketed to $40 million annually, and eventually, the company was acquired by a major global alcohol brand.
But before Hiball made this packaging shift, they had to challenge their long-held beliefs about their brand and let go of traditions they once deemed sacred. This introspective process was crucial in setting the stage for their remarkable growth.
This paradigm shift is often the most challenging part of the journey towards success. However, if you can navigate this critical step, you are well on your way to achieving significant growth.
The Evolution of Hiball’s Packaging Strategy
Initially, Hiball opted for glass bottles as they aimed to secure a place on cocktail menus. However, their distribution efforts were hindered by the impracticality of glass bottles in bars and restaurants. When they transitioned to independent grocery stores, they tapped into a new market segment – health-conscious female consumers who saw Hiball as a premium energy drink akin to sparkling water.
While Hiball adamantly stood by their glass packaging, believing it epitomized their premium image, practical challenges started to surface as their popularity grew. Issues like display mishaps, rising glass prices, and escalating shipping costs prompted the founders to consider a switch.
The Turning Point: Embracing Change
As they expanded into larger retail chains, Hiball faced mounting challenges that pushed them to rethink their packaging. The overwhelming positive response from retailers to the idea of canned Hiball compelled the founders to reconsider their stance on aluminum cans.
Upon adopting aluminum cans, Hiball witnessed a monumental surge in sales. The canned format eliminated consumer confusion and opened doors to new sales channels, catapulting Hiball to unprecedented success. In 2017, Hiball’s revenue soared to $40 million, culminating in its acquisition by Anheuser-Busch InBev.
The Key Lesson: Adapting for Growth
Reflecting on their journey, Hiball’s team learned a crucial lesson – sometimes, what you hold dear may be hindering your progress. It’s essential for founders to differentiate between core principles and outdated practices, prioritizing what truly matters for their brand’s success.
By aligning with their core values while remaining open to innovative solutions, companies like Hiball can thrive in an ever-evolving market landscape. Dan Craytor, the former VP of Business Development at Hiball, emphasizes the significance of identifying first principles and leveraging them as guiding principles on the path to success.
In essence, understanding your brand’s essence and differentiation is paramount. By finding ways to amplify your brand’s core values, you can navigate challenges and propel your business towards unparalleled growth.
For more insights into Hiball’s remarkable journey, listen to Dan Craytor’s interview on the Entrepreneur podcast Problem Solvers.