Long story short
Even though the Cider is a well-known beverage in Europe, in Brazil it's not. To validade the launching of this product inside the Brazilian market, a deep research agenda was carried out by Provokers and commissioned by Ambev. In the process, several stimuli were presented by agencies to potential consumers, sum up the perfect integration between past and future, traditional and avant-garde: a round section at the bottom, inspired by an apple; a negative waist, keeping it from slipping in the hand; and a gestual futuristic curve at the neck. Another key feature is the modulated glass thickness, slightly increased at the bottom. This characteristic bends the light refraction and makes the visuality closer to premium goblets.
