Alcohol Packaging in the UK
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description
The Can Man conducted a recent survey [Nov 2014] on Packaging Types in the UK alcohol industry (mainly concentrating on Craft Beer). This presentation shows the key statistics from the survey as well as discussing the different packaging types. We also look at Cans and the benefits they offer the UK craft beer industry.
Transcript of Alcohol Packaging in the UK
Introduction and Research Objectives
The UK alcohol drinks market is undergoing rapid change, with consumers now having more choice than ever. With more choice in flavours, packaging innova?on should be a vital considera?on for companies in order to make their brand stand out from the crowd.
This research consisted of two weeks of fieldwork (Nov 2014) using a concise, online ques?onnaire. Our research objec?ves were simple:
1. To understand how alcohol is being sold in the UK.
2. To explore brewers thoughts on cans.
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Who replied to the survey?
We contacted over 100 breweries (craM, real ale and lager), cider makers, wineries and other alcohol producers.
The main respondent type (84% of responses) was breweries. For this reason, the majority of this presenta?on will solely relate to these producers.
Please note that the base size is rela?vely small so all results in this presenta?on are purely for empirical purposes.
8 Others Including…
3 3 3
Mead Cider Wine
One responder produced both Cider and Wine
43 UK Breweries
34
8
Small (brewhouse/nano/micro)
Medium (regional)
1 Year or less
2 – 4 Years 5 – 9 Years
10 -‐ 19 Years
20 Years or more
Size Age
9
36 35
14
CraM Real Ale Lager
Type 37 36
15
34 responders produced more than one type of beer
5
20 6
4
7
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Market Diversity
Craft
Real Ale Lager
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3
1 5
20 3
0
Out of the 43 breweries that replied to the survey, 26% are currently producing CraM Beer, Real Ale and Lager.
The market is becoming more diverse and companies are having to adjust their strategies to meet consumer demand; this includes brewing both CraM and Real Ale.
Furthermore, na?onal breweries such as Daniel Thwaites and Adnams Southwold have recently made large investments in order to compete in the growing CraM Beer market.
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Packaging Types (Cask, Keg)
100% of breweries sell produce in Cask or Keg
There is no surprise that 100% of breweries sell product in either cask or keg; that being the most preferred format for the on-‐trade market.
Although there is a large cask ale tradi?on in the UK, the rise of new types of beer has led to the evolu?on of kegs. Kegs are made en?rely from metal and allows the beer to stay fresher for longer; they use pressurised gas to force the beer out and maintain the pressure inside.
Some brewers are also now giving consumers the opportunity to purchase mini-‐kegs, in which they can enjoy in the comfort of their own home.
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Packaging Types (Growlers)
Already popular in the US and Australia, Growlers have now made it to the UK.
A Growler is a glass or ceramic jug that can hold up to 3 pints of beer. Advanced filling sta?ons (such as the one installed at Clapham CraM), purge the Oxygen from the Growler before filling; this leads to the freshest possible taste.
The idea is for consumers to visit their local craM beer shop, fill up a Growler with their favourite beer and then take it away to enjoy at home.
19% of breweries sell produce in Growlers
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Packaging Types (Beer in Box)
Beer-‐in-‐box is an afrac?ve proposi?on to brewers as it is rela?vely cheap to produce due to the lightweight packaging format.
For the on-‐trade market, the bag has an inline Carbonator which helps to carbonate the beer during use and leads to good foam quality.
For the off-‐trade, consumers enjoy this form of packaging as it is cheaper to purchase and allows them to buy up to 4 litres of beer in one go; great for events and par?es.
37% of breweries sell produce
in Box
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Packaging Types (Bottles)
Bofled beer has been around a long ?me and is one of the most popular packaging formats available.
Bofling lines, either manual or automated, are easily sourced in the UK. The bofles are sealed using crown caps with a plas?c liner on the inside – when the cap is crimped around the bofle lip, a seal is created helping to protect the beer from Oxygen; although if the cap is knocked (i.e. during distribu?on) the seal can become loose.
Beer bofles come in a variety of colours, the most popular being brown, to help protect the beer from light.
98% of breweries sell produce in Bottles
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Packaging Types (Cans)
Cans are gaining popularity as a alternate vessel for craM beers, but currently only a small number of breweries offer this packaging solu?on.
Based on this research, 41% of breweries stated it was likely they would can in the future (29% were unlikely; 29% were unsure). Furthermore, 77% of breweries thought that cans can become compe??ve vessel for alcohol in the future.
There are a number of benefits to canning (see next slide); research suggests that cans let in less light and oxygen than bofles.
7% of breweries sell produce
In Cans
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Benefits of Cans
1. Oxygen • Oxygen is bad for beer – cans allow for a aluminum-‐on-‐aluminum seal which means Oxygen
can’t get in or out. • Specialised canning lines ensure that the ?me from filling to sealing is as short as possible,
leading to minimum Oxygen pick-‐up. 2. Light
• Aluminum cans completely eliminate the beers exposure to light and UV rays. • A study by the University of North Carolina found that when isohumulones (a compound
found in hops) are exposed to light, they breakdown and produce a foul dour; this is known as skunk beer.
3. Recyclable • Cans have a very high recycling rate; more than any other beverage packaging format.
Furthermore, they are infinitely recyclable. 4. Efficient
• Compared to bofles, cans weigh less and are easier to stack. This means that shipping large amounts of beer takes less fuel and is more cost effec?ve.
5. Canvas • Cans are a great marke?ng tool to adver?se your brand in a fun and bold way. Unlike
bofles, you can use the whole outer surface area of the can as a canvas for your crea?vity. 6. Portability
• Cans are lightweight and portable; an afrac?ve proposi?on for consumers who are on-‐the-‐go. Furthermore, cans can’t smash like glass, so are ideal at events such as music fes?vals.
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