tms supports packaging and retail experience for McDonald’s new beverage launch
Drinks are taking center stage at McDonald’s with the expansion of its beverage line, establishing the brand as a beverage destination for customers. First rolling out in the US and Canada on May 6, the line will then expand to additional global markets throughout 2026. The launch is supported by tms, who led the end-to-end retail experience and packaging sourcing across McDonald’s.
The program introduces six new McCafé Specialty Beverages, supported by a fully integrated retail experience. New flavors include an array of Refreshers and Crafted Sodas, such as the Strawberry Watermelon Refresher, Sprite® Berry Blast, Dirty Dr Pepper®, Mango Pineapple Refresher, and more.
tms worked closely with McDonald’s to translate beverage innovation into a cohesive retail experience built to capture attention, simplify choice, and drive incremental purchase at the point of order through captivating visuals at every touchpoint – including the menu boards, drive-thru, and retail signage.
tms leveraged consumer insights to create an intuitive retail experience that helped establish McDonald’s as a beverage destination, setting a foundation that supports future innovation for this category.
Working from the belief that taste is the experience of flavor, tms partnered with McDonald’s to develop packaging that elevates perception at every interaction. Rather than serving as a simple container, all beverage packaging was designed to be clear, acting as an experiential driver and allowing for “Instagrammable” customer moments.
tms also led the design of the end-to-end customer journey, ensuring the product translated clearly and effectively at the point of order. Drawing on consumer and eye‑tracking research, the team developed a structured communications hierarchy that simplifies choice while maintaining visual impact throughout restaurants.
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Beyond the immediate launch, the beverage platform is designed as a long-term growth engine. The strategy supports future innovation and partner beverages while maintaining consistency across markets and dayparts.
“This beverage launch exemplifies the power of a connected tms, uniting marketing and sourcing to deliver a strategy that was both creatively compelling and executable at scale. By aligning consumer research, taste–led storytelling, and system-ready solutions, we helped McDonald’s build a sustainable, always-on beverage platform,” said Jon Beach, Sr. Director, Global Packaging Innovation & Growth at tms.
Interested in learning how tms can support your brand’s retail experience or packaging needs? Get in touch.
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