What experience does the 10 cl packaging format for the Red Bitter psychologically signal?
Answer
A sipping drink meant for a dedicated moment
The contrast between the 10 cl serving size for the Red Bitter and the large 50 cl or 1.5-liter formats used for waters and sodas serves a deliberate psychological purpose. Even though the drink is 0% ABV, the small packaging mimics that of concentrated mixers or small spirits, cueing the consumer that this product is meant to be savored slowly—a 'sipping' drink designated for a specific, transitional moment, rather than for rapid hydration.
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