Drinks Bio packaging Still Holds Potential for Growth
Bio packaging use in West Europe and North America rose by 47% in 2010. Compostable bottles are a more attractive alternative to recycled PET for beverage companies. This report investigates.
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Last week, just-drinks' deputy editor, Chris Mercer, was in Copenhagen for the launch of Carlsberg's global marketing campaign for its namesake brand. The global message represents a first for Carlsberg, which feels that it has not pushed the brand hard enough, particularly in emerging markets.
And so, Carlsberg joins the likes of Heineken, Grupo Modelo and Anheuser-Busch InBev in seeking to create a truly global beer brand. It's a logical enough idea, particularly in the context of a highly consolidated world beer industry.
However, Carlsberg faces a significant challenge in giving its message meaning to consumers in all markets. In emerging markets, in particular, the company must make the Carlsberg brand desirable as both an exotic luxury and a status symbol. That is the best hope for carving out a place for the brand in markets that are still dominated by local brews.
In between glugs of beer - and an impromptu interview on the campaign for Danish television - just-drinks also caught up with Carlsberg's CEO, Jørgen Buhl Rasmussen, who said that the group is open to acquisition opportunities in Asia.
We'll keep a close eye on the brewer's activities in the East this year, then.
Other stories keeping us entertained last week … Pernod Ricard came into the money, with a US$55m payout from the sale of its stake in Suntory Holdings, … William Grant & Sons and Russian Standard agreed to end their distribution agreements in Russia and the UK … and, Belvédère moved perilously closer to financial meltdown as a French court removed its creditor protection.
Finally, a quick call out to all you wine-folk. The London International Wine Fair is just around the corner, and we need your help. If you operate in the UK off-trade, could you kindly afford us five minutes of your time to tell us your thoughts? Our survey, which can be found here, will form the basis of our 'State of the Nation' debate at the exhibition, which runs on Wednesday 18 May. Full details can be found here.
Until next time...