Agua Enerviva, a new 'energy water,' has launched in lightweight, hot fill containers designed by ScorCreative at Amcor, the structural design studio co-located at Amcor Rigid Plastics. The tall 20oz custom container looks to create a new category in the highly competitive energy beverage space.

The ScorCreative design team worked closely with the company to meet its branding requirements, providing a tall and sleek container with horizontal ribs which accepts an attractive shrink label. "We love the tall profile of the bottle and the easy and comfortable grip that it affords consumers," said Carol Dollard, founder of Agua Enerviva."We believe that the bottle's novel design reflects the refreshing benefits of Agua Enerviva and the modern tastes of our consumer."

With a compressed time-to-market of just six months, ScorCreative at Amcor provided several design renderings to finalize the shape and the placement of the label. It also supplied 10,000 containers for focus group and test marketing studies prior to production tooling, according to Michael Lane, principal engineer. Amcor employed its PowerFlex vacuum absorbing base (VAB) technology which features a patented panel-less design which takes hot fill (185 deg F) bottle options to a new level. Amcor's structural design eliminates the panels and provides the freedom to create various designs along the walls.

Amcor uses design and manufacturing techniques to create a patented bottle that absorbs vacuum via a specially designed base. A unique diaphragm within the base draws upward as the liquid cools. It has the geometric characteristics to enable the inverted cone-shaped diaphragm to deflect upward as the vacuum is created.

It is currently sold at 920 Target stores throughout the Northeast and mid-Atlantic. An expanded commercial roll-out through other national retail distribution chains is scheduled in early 2015.