New Belgium Chief on Package Innovation Opportunities and Headaches  

Dear Client:  After a string of frequent high-charged innovations of its Voodoo Ranger franchise, New Belgium opted to put the brakes on year-round flavor innovations for Voodoo in 2025, instead bringing package innovations to market off the brand.  Recall, NBB debuted Mini Rippers, 7.5 oz. mini cans in an 8-pack, in two top Voodoo Ranger flavors, Juice Force and Tropic Force, earlier this year [see BBD 11-20-2024]. The idea was to respond to sagging craft 6-pack sales and tap into