2012 Beverage Packaging in the U.S.

2012 Beverage Packaging in the U.S.

Published: December 2012
Publisher: Beverage Marketing Corporation
Product ref: 155523
Pages: 416
Format: PDF
Delivery: By product vendor

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Market insights as well as statistical break-outs by type and size (in units) for eleven beverage categories. The report covers beverage-packaging issues, trends, and innovations by category and by beverage type. It includes discussion of leading companies, their histories and their products. It also features Beverage Marketing's five-year projections.

Report extract:

Brewers continue to pay a lot of attention to packaging, with frequent updates to entice beer drinkers to try a new offering or stock up on their favorite.

  • Brewers often emphasize packaging in television commercials that imply the right type of beer package will enhance life. Miller, for instance, highlighted its use of the "Fridge Pack," a 12-pack designed to fit conveniently in consumers' refrigerators, for Miller Lite and Miller Genuine Draft.
  • It's not uncommon for brewpubs and microbreweries to receive as much attention for their packaging as for the quality of the contents. Eye-catching labels that play up local angles are popular.
  • Multipack carriers provide a billboard on store shelves and an easy way to carry several containers home.
  • While the 12-ounce dominates, larger sizes in both cans and bottles are increasingly being used as well.
  • There's also some use of distinctive containers, like shaped cans and aluminum bottles. Both carry a premium price and probably won't move past niche status any time soon, if ever.
  • In 2004, Anheuser-Busch (the precursor to A-B InBev) began using aluminum bottles for some of its brands, and it extended the use of the 16-ounce packages in 2005.
  • In 2007, Heineken Premium Light, which first appeared in 12-ounce glass bottles, arrived in aluminum slim cans of equal capacity.
  • In August 2008, Crown Imports brought Coronita Light 7-ounce bottle 24-pack to the U.S. market. The 32-ounce Corona Familiar entered the United States during 2011, and Crown expanded its distribution over the course of 2012.
  • In fall 2010, Coors Light appeared in the Silver Bullet Aluminum Pint package (from Ball). Its brewer started using secondary packaging with windows permitting consumers to monitor the thermochromatic "Cold Activated" graphics initially developed for conventionally shaped beer cans.
  • In mid-2011, it presented Coors Light packaging dubbed Two Stage Activation, which consisted of label elements that change color to indicate levels of coldness.
  • Later in the year, MillerCoors unveiled its "taste flow" cans, which have a second hole on the top to increase air flow, which it began using in 12- and 16-ounce sizes, after a test period, in 2012.

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Related research categories

By sector: Packaging, General drinks

By market: United States (in North America)


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