Craft beverages are extremely popular nowadays. In fact, craft lemonades are booming and glass bottles play a big part in this. Belgians love lemonade, so the scene was set for a Ritchie renaissance. Four decades after the last bottles hit the shelves, Ritchie has put traditional lemonade brewing back on the map, making it the first Belgian craft lemonade.
Glass packaging is a key component of the relaunch strategy. Jan Verlinden, Chief Lemonade Maker at Ritchie, explains, “As we were a start-up with an interesting concept, we set out to find a partner to meet our wishes, down to the smallest detail. We got in touch with O-I through our procurement partner Gaasch Packaging. They immediately understood and loved our concept, and closely worked with us to re-launch Ritchie on the Belgian market.”
“Our designers took the product itself, the market and Ritchie’s ideas into account and translated them into a strong design that is also technically feasible," says Marty Wijnen. “To make the bottle even stronger, we decided to move the signature grooves higher than in the initial design. We also made the bottle slimmer and taller to give it an elegant premium look.
“We didn’t need to think twice about using a glass bottle”, Jan Verlinden continues. “Ritchie is a high-quality lemonade sold in premium packaging. Given our product’s positioning as ‘traditional Belgian lemonade’, glass seemed like a logical choice. Glass perfectly preserves the fresh flavour of our lemonade and gave us the opportunity to develop an original retro packaging that is 100% recyclable. The glass bottle perfectly expresses the unique character of our brand.”
Ritchie lemonade is based on the original family recipe, albeit with a twist. Ritchie is 100% natural, contains no preservatives and is sweetened with cane sugar. It is available in two flavours: Orange with a hint of vanilla, and grapefruit with a touch of pineapple. Ritchie contains far less sugar than other lemonades on the market, as the top-selling orangeade in Belgium contains 23% more sugar per 100ml in comparison with Ritchie Orange. Ritchie’s lemonades are available at several beer wholesalers and supermarkets in Belgium. Delitraiteur, Würst and other horeca outlets offer Ritchie.