Working with the lager, ale and cider

industry, WRAP (Waste & Resources Action

Programme) has identified that there is the

potential to save at least 80,000 tonnes of

glass in the UK. Also there is the opportunity

to save nearly 15,000 tonnes of aluminium in

the EU through optimising the packaging of

carbonated beverages.

This WRAP case study clearly illustrates thatthrough lightweighting, brand owners haveproduced new designs for single products andwhole product ranges. These changes haveresulted in significant environmental andcommercial benefits by reducing the use ofmaterials, together with manufacturing anddistribution efficiencies, whilst at the same timemaintaining or even enhancing brand equity.

Lightweighting glass bottles

WRAP’s GlassRite Beer, Cider and Spiritsproject, working with GTS Environmental,brought together retailers, brands, producers,fillers and bottle manufacturers to encouragea move to using lighter weight bottles.Between the winter of 2007 and spring 2008,more than 60 different lager, ale and ciderproducts converted to lighter glass bottles.

Lighter beer and cider bottles, in particularale bottles, are now becoming commonplaceon supermarket shelves and, through workcarried out in these sectors with WRAP,efforts are resulting in a major step change inthe beverage industry.

Lager

A number of UK-based, international lagerbrand owners, have taken up the challenge ofmaking significant design changes to theirbottles and under the project achievedsavings of 10,600 tonnes of glass. Some ofthe many brands lightweighted include CobraBeer, Anheuser Busch’s Bud Ice, SABMiller’sMiller Genuine Draft and a range of Carlsberglagers. More details follow;

Key Facts

■ 5.3 billion litres of beer and 624million litres of cider wereconsumed in the UK in 2007;

■ 300,000 tonnes of beer and ciderbottles end up in the UK wastestream each year;

■ 31,800 tonnes of lager, ale andcider glass bottles removed fromthe waste stream through WRAP’sGlassRite project – equivalent to21,000 tonnes CO2 or taking over6,800 cars off the road; and

■ 15,000 tonnes of aluminium couldbe saved each year across the EUthrough can lightweighting –equivalent to 88,000 tonnes of CO2or taking 28,000 cars off the roadeach year.

Case Study

Lightweighting beer and ciderpackagingLightweighting beer and cider bottles and cans can deliver environmental and commercial benefits.

Lightweighting beer and cider packaging: less is more

Cobra Beer

■ 20% reduction in weight of the 660ml bottlethrough working with Ardagh Glass – thisfollowed lightweighting of the 330ml bottlein 2005;

■ 700 tonnes of glass and 475 tonnes of CO2saved each year; and

■ Design values were retained with only minorchanges to bottle height and diameter.

Carlsberg UK

■ Portfolio rationalised – removing the 300mllager bottles and only using 275ml;

■ 17% reduction in weight of the 275ml bottleachieved by working with their packagingdesigners and Ardagh Glass;

■ 8,400 tonnes of glass and over 5,700tonnes of CO2 saved each year; and

■ Improved processing efficiencies achievedwith Carlsberg Export, Carlsberg SpecialBrew, Carlsberg Elephant, Holsten Pils,Holsten Export and Tuborg.

Ale

Under the GlassRite project the ale brandsinvolved in the project achieved glass savingsof 11,600 tonnes each year. This clearlyillustrates that premium products with a loyalconsumer-base can make significantmaterial savings through packaging redesign.

Some of the many ales lightweighted includeHall & Woodhouse, Scottish & Newcastle,Marston’s Pedigree, and a number of alesbrewed by Wells and Young’s (includingYoung’s Bitter), Frederic Robinson Ltd (a new consortium bottle for Black Sheep and Broughton Ale among others). More details follow;

Hall & Woodhouse

■ Following extensive consumer researchthey developed a new distinctive lighterbottle for their premium range of Badgerales, with improved style and shelfpresence; and

■ 27% lighter bottles manufactured by O-Isaved 1,500 tonnes of glass packagingwaste and 1,100 tonnes of CO2.

“Carlsberg UK is committed to an effective CSR programme, continuously seekingoperational efficiencies that also benefit theenvironment. Working in partnership with WRAP has enabled us to create packaging,manufacturing and logistic efficiencies whilecontinuing to enhance our brand”. Gareth Roberts, Head of Sponsorship and Media Relations atCarlsberg UK.

210g 175g

409g 300g

17%

lighter

27%

lighter

“We have a huge number of longterm consumers who are loyalto our Badger ales and theirinput has been extremely helpfulin deciding this new bottledesign. Our new bottle is taller and slimmer so it lookscontemporary and far moreelegant on the table.” Rick Payne, Brands Marketing Manager atHall & Woodhouse.

460g 365g

Lightweighting beer and cider packaging: less is more

Scottish & Newcastle

■ A number of their ale and cider brandsmoved to lighter bottles – including theredesign of the iconic Newcastle Brown Alebottle;

■ 27% lighter 550 ml bottle developed withglass manufacturers Quinn Glass, savingover 4,000 tonnes of glass and over 2,800tonnes of CO2; and

■ Iconic brand identity (look, feel andembossing) of the original bottlemaintained even though the new bottle ismarginally shorter.

Cider

Cider packaging has many synergies with theale sector, so a number of brand owners haverevisited the design of their glass bottlesalongside an assessment of their ale. As aresult, a number of brands have moved tolighter bottles including Thatcher’s Cider,Scottish & Newcastle (including Strongbowand Strongbow Sirrus), Hall & Woodhouse.More details follow;

Thatchers Cider

■ 21% lighter bottle for range of ciders byworking in partnership with Ardagh Glass –saving nearly 650 tonnes of glass equatingto over 440 tonnes of CO2; and

■ Brand enhanced by re-designing the bottleand label to have stronger shelf presencewhilst retaining brand character.

Lighter, yet strong

It is sometimes assumed that lighter weightbottles will suffer higher rates of failure, as itcould be perceived that they were weaker.Lightweight bottles are often formed usingthe ‘Narrow Neck Press and Blow’ process,which results in a more even glassdistribution than heavier bottles made usingthe ‘Blow and Blow’ technique. This morethan compensates for the weight reductionand as a result, lightweight bottles are oftenstronger than their heavier counterparts.

Lightstrike

A question sometimes raised is ‘if a beerbottle is made thinner, will the glass let inmore harmful light which could negativelyaffect the beer?’. This is commonly referredto as ‘lightstrike’. Under GlassRite thisquestion was explored, with some interesting results.

Findings suggest that there is very littledifference in the lightstrike protection offered by either flint (clear) or ambercoloured bottles as a result of lightweighting.Therefore these coloured bottles can belightweighted without risk of productdamage. However, amber glass, whencompared to green and flint, still provides the best protection in lightweighted bottles.

Depending on the degree of wall reductionand shade, green glass offers 15% to 20%less protection. If the move to lightweightingis considered a risk, coatings and otherbarriers could be considered to limitlightstrike; however, the impact of theseshould be considered from a recyclingperspective.

The Co-operative, in response to thesuccesses of theproject worked withFreeminer Breweryto lightweight theirpremium bottled alerange. Vicky Wood,Category MarketingManager forBeverages at TheCooperative, says;

"The initiativefollows thelaunch of The Co-operative'sFood EthicalPolicy earlier this year whenour members and customerssaid that they felt stronglyaboutpackagingreduction, and this moveproves that it ispossible forpackaging tobe resource-efficient,withoutcompromisingproduct quality or consumerappeal."

“The new, shorter bottle hasstronger shelf presence, as well as being fridge friendly.Mindful of minimising packagingrequirements, we have alsoreduced the weight of the bottleand this product is enhanced bythe new labels that retain theThatchers Single Varietycharacter, developed over the last twelve years andfreshening the brand for 2008.”Martin Thatcher, MD at Thatchers Cider.

21%

lighter

Lightweighting beer and cider packaging: less is more

Where to next for beer and cider bottles?

For many years, the lightweighting of beerand cider bottles has been happening in linewith progress in production and processcontrol technology. However, over the last fewyears, there has been a major step change inchallenging the status quo as advances inmanufacturing technology allow boundaries tobe explored. Our research indicates thatglass bottles could be lightweighted by atleast a further 10%, through a combination ofincremental improvements in currenttechnologies and capital intensive changes informing technique.

Lighter weight aluminium cans

Currently 68% of beer and cider drunk in theUK homes is from cans. Working inpartnership with WRAP, Coca-Cola Enterprisesand Beverage Can Makers Europe (BCME)research demonstrated that current aluminiumbeer and cider cans can be lightweighted by5%. This can be achieved by not only reducingthe gauge of the can body and end, but bymodifying the design of the can package too.

Rollout of lightweighted aluminium beveragecans has already begun and following thesechanges, it is anticipated that the EU canindustry will save almost 15,000 tonnes ofaluminium per annum. Using an averagerecycled content of 57% for an aluminium can,this equates to 88,000 tonnes of CO2 or theequivalent of taking 28,000 cars off the roadeach year. The research also indicates thatfurther lightweighting of the can pack ispossible in the future.

Consider packaging choices

Each packaging material has its merits andis best suited to a particular combination ofenvironmental, brand and consumer needs.Consider the following: ■ Is the optimum amount of material being

used?■ Does it offer protection and minimise

product damage?■ How much recycled content does it

contain and could it contain more?■ Is the packaging designed for recycling?■ Does the labelling encourage consumers

to recycle it after use?

Further information on the research

To find out how your company could gainfrom the commercial and environmentalbenefits already realised by some of thebrands in this case study, visit our website tosee the full reports and support tools oremail us at retail@wrap.org.uk.

You can also sign up to the WRAP e-newsletter at our website which containsthe latest packaging innovation news.

Waste & Resources

Action Programme

The Old Academy21 Horse FairBanbury, OxonOX16 0AH

Tel: 01295 819 900Fax: 01295 819 911E-mail: info@wrap.org.uk

Helpline freephone0808 100 2040

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