14 - Packaging of beer

Abstract

This chapter focuses on the packaging of beer. The last 10 years has seen many changes in beer packaging, from both the packagers' and the suppliers' perspective. There has been increased marketing enthusiasm for the introduction of new products. As one marketing company put it, “packaging is becoming the emotional interface with the consumer and a tangible manifestation of a brand and its values.” Globalization is happening and is being accelerated through the consolidation of the major brewers. There are now some bold moves by brewers into China and Russia and this is creating yet another dimension. On the supply side, with more sophisticated technology and materials available, there is an even greater choice from a huge range of possibilities. It is not only the brewers that have been consolidating. The suppliers of materials and machines have also become bigger. Brewing companies will normally have partnership agreements for the purchase of their materials and when purchasing a new packaging line, it is more likely that a turnkey arrangement is made with a single supplier. The chapter discusses the trends in packaging formats and developments in canning and bottling and handling kegs. It also identifies the future trends in the packaging of beer.