Challenger brands, which set themselves apart with an intent to bring change to an industry, are driving massive change across the fast-moving consumer goods industry. At the same time, in order to grow their sales these brands are bridging the gap between selling exclusively online and building an in-store presence.

Short’s Brewery in Northern Michigan was established in 2002 by Joe Short. Short had gained significant brewing experience at other Michigan breweries and realized that his style of brewing was best suited to his own business model.

The European style cider takes on a new look that dials up the sophistication and quality of the packaging to match those of its counterpart, the Stella Artois lager. This marks the first major revamp to the product’s packaging for the brand in the U.S. market. 

A new, lightweighted glass bottle with unique embossing designed for Cider Lubelski—the most popular Polish cider from brand owner AMBRA S.A.—was created by Ardagh Group and the Spiritus Movens Design Studio in Poland.