L'objectif de cet article est de montrer l'influence simultanée de l'innovation produit (complémentarité de l'arôme) et de l'innovation packaging (design du produit à travers la prototypicalité du contenant et la quantité d'informations sur l'étiquette) lors du lancement d'une nouvelle boisson alcoolisée aromatisée. Ces éléments sont testés par le biais d'une expérimentation invitant 383 individus à évaluer la pertinence du mélange proposé, la nouveauté perçue de la boisson et leurs inférences en matière de goût (caractère sucré, douceur et intensité). Nous examinons en outre le rôle médiateur de ces variables sur l'agrément et celui de l'agrément sur l'intention de goûter le nouveau produit alimentaire. Les résultats confirment que la complémentarité de l'arôme influence positivement la pertinence perçue du mélange et négativement sa nouveauté perçue. L'analyse permet également d'identifier une relation linaire entre pertinence perçue et agrément alors que la relation entre nouveauté perçue et agrément suit une tendance quadratique (courbe en u).
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