The aim of this paper is to show the simultaneous influence of product innovation (complementarity of flavor) and packaging innovation (product design through the prototypicality of the container and the amount of information on the label) with the launch of a new flavored alcoholic drink. These features are tested experimentally by inviting 383 people to evaluate the relevance of the proposed blend, the perceived novelty of the drink, and their conclusions about the taste (sweetness — sucré and doux — and intensity). We also examine the mediating role of these variables on approval, and of approval on the intention to try the new product. The results confirm that the complementarity of taste positively influences the perceived relevance of the blend and its negatively influences its perceived novelty. The analysis also reveals a linear relationship between perceived relevance and approval, whereas the relationship between perceived novelty and approval follows a quadratic trend (U-curve).
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