In this article, you’ll learn:
- What information should be given to private label beverage manufacturers
- What manufacturers need from you to avoid delays
- How to speed up your private label drink launch by choosing the right partner
- How compliance and packaging choices affect cost and shelf life
- Other ways that a private label partner helps you launch new drinks
For drinks businesses looking to tap into new sectors and markets at pace, private label solutions are particularly appealing. Working with a third-party company proficient in preparing and launching drinks products vastly streamlines the process. However, you’ll need to give private label beverage manufacturers plenty of information before you begin.
For businesses launching a completely new product, perhaps into fast-growing markets such as RTD functional drinks, it can be tough to know what information your partner needs. Without the specific details, it may extend the process, cause delays, or impact the final quality of your drinks if they aren’t exactly what you were looking for.
To learn more about what to tell private label beverage manufacturers, I spoke to Joshua Xerri. He is the Business Development Manager at Otway Brewing Group, which helps RTD businesses find retail opportunities. Read on for his insight.
What info do private label beverage manufacturers need from you?
To ensure your new drinks range succeeds, providing clear, comprehensive information at the outset is essential. Otherwise, it may lead to confusion or misunderstanding during the production or formulation processes. These bottlenecks can ultimately delay your launch and cost you money and time.
Firstly, your private label beverage manufacturers need to know your brand positioning and target audience. This means establishing your drink’s ideal branding early on. Consider the tone of voice in your planned marketing and the demographics to target. For example, decide whether to target busy, on-the-go consumers with vibrant, bright colours, or high-end consumers with more subtle, minimalist branding. Once you communicate this, every other element – from the packaging design to the flavour notes – can work towards that goal.
Next, specify the type of drink you want to make with private label beverage manufacturers. Determine whether you want to make a coffee-based drink, energy drink, or iced tea. Here, you can also explain any claims or benefits you want to promote, such as energy boosts or sugar-free drinks.
Once you’ve established your target audience and brand positioning, determine how the drink should taste alongside your manufacturer. As Joshua observes, flavour is often the main concern for an RTD drink. “We’re seeing strong growth in familiar, easy-drinking RTDs that tap into existing brand recognition,” he says.
Here, the opportunities are endless and only limited by your imagination. “Combine flavours that people already love with a bit of a twist. We’re seeing more citrusy or juicy flavour profiles, too.”
How private label partners help with packaging and compliance
Once your private label partner knows what kind of drink you want, you can move on to the more practical information they need.
For example, you’ll need to decide how to package your drink product. For RTD drinks, the most popular choice of packaging is aluminium cans. Your choice will likely depend on factors such as shelf life, where more robust and durable containers are required.
However, sustainability and recyclability should also factor into the type of packaging you choose from private label beverage manufacturers. These are hugely important consumer demands, with 60% of consumers willing to pay more for products that align with environmental values. As such, aluminium cans, which are infinitely recyclable, are one of the most sustainable options.
The private label beverage manufacturers you work with can often help with these considerations. For example, companies like Hardtank have years of experience in preparing and launching RTD drinks, so they can help you with regional compliance and shelf stability. “It’s quicker to get to market and more affordable than doing it all in-house,” he says.
At this stage, you should also outline your budget, timelines, and minimum order quantities. Establishing clear parameters around lead times and volumes will help your manufacturer prepare your drinks in good time. It also ensures that both you and your manufacturer are clear on the work required. “A good partner will be upfront about lead times, MOQs, and pricing, and ideally willing to grow with you,” Joshua adds.
How to choose the right private label beverage partner for your brand
Knowing which information your private label beverage manufacturers need is only one consideration. Choosing the right partner can also speed up your time to market and give your brand the room to scale efficiently.
“The best private label partnerships feel like an extension of your own team,” Joshua says. “You want someone who’s flexible, easy to work with, and allows you to craft the products in your eyes. It helps to partner with a manufacturer that’s got experience in the space, from compliance and sourcing to packaging and scaling up.”
You should look for a manufacturer that has specific experience in the types of drinks you want to sell. If you’re planning on a functional drink, for example, look for partners who are proven in that field. That way, they can even give you pointers during the process. “If they can help with flavour development, or even just be a sounding board for ideas, it’s a big plus,” Joshua adds.
For independent businesses and venues, it’s a convenient way to launch your own custom products. “Private label lets smaller businesses punch above their weight,” Joshua says.
Choosing the right manufacturing partner doesn’t just accelerate your go-to-market plan; it also empowers your brand to scale. This is particularly relevant for smaller brands or independent venues.
“For pubs, bars or retailers, it’s a chance to put your own name on the tap or fridge and build loyalty with something unique,” Joshua explains. “You get to launch a professionally made product without needing your own facilities.
“For retailers, it’s a chance to put your own name on the fridge and build loyalty with something unique. These days, having an exclusive RTD is not just a novelty – it can be a real drawcard.”
Hardtank’s private label services are specifically built around these benefits. From RTD cold brew coffee to cascara and functional teas, we offer a range of pre-formulated drinks available for white labelling, as well as fully customisable formulations. We offer lead times as short as four weeks, which greatly speeds up your time to market.
Importantly, we also have experience across compliance, flavour stability, and canning. This means you can sidestep many of the bottlenecks involved in launching an RTD drink yourself. For example, you can reduce your setup costs, comply with food safety regulations, and bypass extended formulation processes.
In conclusion, before you meet with private label beverage manufacturers, it helps to have the key information already at hand. You should outline the flavours and concepts to target, as well as your intended consumer base. If you have existing drinks that align with your goals, it’s worth mentioning them, too.
Doing this will set your project up for success and streamline communication with private label beverage manufacturers across formulation, compliance, and production. Once your partner has the right information, you can get your drink from concept to shelf in a matter of weeks.
Ready to launch your own private label beverage? Visit our website to learn more or schedule a free consultation.
FAQ
What do private label beverage manufacturers do?
Private label beverage manufacturers are third-party companies that produce drinks under your brand name. They handle production, compliance, packaging, and formulation, meaning you can launch a drink without your own facility.
What information do private label beverage manufacturers need?
When consulting with private label beverage manufacturers, you should explain your brand positioning, flavour profile, target audience, budget, timeline, and MOQ.
Can private label beverage manufacturers help with flavour development?
Yes! Hardtank has expertise in flavour formulation and offers three rounds of testing to ensure the drink meets your requirements.
What should I look for in a private label beverage manufacturer?
You should choose a partner with experience in your drink category, in-house compliance knowledge, and extensive production facilities.
Can I use my own ingredients or recipe?
Yes – this is a custom formulation service, so you’re welcome to supply your own ingredients or use an existing recipe. Our team will guide you through any adjustments needed for shelf stability or compliance. For example, if you’re using your own coffee, we can help ensure it’s roasted and prepared to meet production standards.
How many sample rounds are included?
Typically, we offer up to three rounds of samples during the development phase. This allows you to fine-tune the flavour, aroma, and mouthfeel before moving into full production. Additional sample rounds can be arranged if needed, depending on the complexity of your drink concept.
