Aluminum Bottle Bandwagon Grows
Coca-Cola, Heineken, and a Montana microbrewer have joined the ranks of beverage companies using the increasingly popular aluminum bottle. The container's recyclability and its premium image appear the chief reasons for its selection.
Psych and Raize
While 8.2-oz. aluminum "slimcans" have become the container of choice in the energy drink market, Exal says Coca-Cola decided to go a step further with its use of premium aluminum packaging to differentiate and call attention to its new products.
The container—a one-piece specially lined bottle (patent pending) that Exal has dubbed the "bullet bottle"—is the company's first beverage container. It says the bottle's advantages over competing packages are its recyclability, reclosability, durability, portability, and light weight. It also notes that the container is available in different shapes and can accept the most challenging-to-reproduce high-resolution graphics.
"Beverage industry leaders are just beginning to realize the potential of premium aluminum packaging to attract consumers to their products," says Exal President Delfin Gibert. "We see a promising future based on all of the benefits associated with our first creation."
Moose Drool and Scapegoat
The impetus for the move is to permit the brewer to cater to the lifestyles of its beer drinkers, who it perceives as on-the-go, outdoors types.
"Glass bottles are a liability to people who fly fish, raft, hike, golf, or participate in many other outdoor recreation activities," says Bjorn Nabozney, Big Sky Brewing's vice president and a company co-founder. "This package is the first time a small brewery has worked to solve the problems that surround providing their products to active beer drinkers," he added.
The company also is seeking to be environmentally responsible. And its aluminum bottles, unlike glass bottles, are able to be recycled locally.
Although aluminum cans would also have been recyclable, switching to cans would have required the purchase of canning equipment. The aluminum bottles, however, can be filled using Big Sky's existing bottling line.
Retail outlets in the Missoula area are already reporting brisk sales of the innovative package.
As in the case of Coke's reintroduction in slimcans earlier this year, H2 will be test-marketed in clubs—in New York, Boston, and Miami.