Alert: Packaging World now enhanced for the iPad and iPhone. Watch a quick video preview
Download this free, 80-page Food Safety Playbook jam-packed with strategies for success, best practices, how to ensure compliance with FSMA, and pitfalls to avoid. Written specifically from a packaging perspective  Learn more >>
Article |

Market insights lead to product re-introduction

Increasingly, packaging innovation is originating in the supply chain. One recent example is O-I Venezuela, which identified the potential market value associated with colored glass containers and approached beverage manufacturer and marketer Cerveceria Polar.
Print Reprint
FILED IN:  Applications  > Beverage  > Beer

The result was a new cobalt-blue glass bottle and the re-introduction of Solera Light Beer in Venezuela.

The 250-mL longneck features an oval metallic label and a silver cap which give the brand distinction in the beer aisle says Hernan Perez Cerveceria Polar marketing manager. The new package has improved Cerveceria Polar’s total beer market share in Venezuela to 5% and its market penetration to 73%.

O-I Venezuela’s initial packaging perception studies “found strong consumer recall in the cobalt-blue bottle” says Miguel Yanez marketing manager. Consumers associated the blue tint with fashion and a contemporary brand—a good fit for a premium beer such as Solera Yanez adds.

Cerveceria Polar validated O-I’s general findings about colored bottles with its own consumer research about color’s impact in bottled beer.


Add new comment

42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!


Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
Each newsletter ranges in frequency from once per month to a few times per month at most.