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German Beer is a Shelf Standout

With beer consumption in Germany declining, competition between the major beer brands is increasing in the market, and point-of-sale (POS) consumer decisions are more important than ever.

Veltins Sappi1

This is a dynamic that the Veltins Brewery considered when designing a new pack for its 12-pack of 0.33 L pilsner bottles. To ensure that its beers stand out on the shelf or in the cooler, Veltins chose a Fusion Topliner from paper-based packaging supplier Sappi.

Verltins’ new packaging solution was developed by the retail display manufacturer and designer Knappe + Lehbrink Promotion GmbH, of Bünde, Germany. The Westphalian company says it chose the Sappi corrugated board liner because it significantly outperforms conventional GD liners in many respects. For example, it achieves the same material strength with low grammages [mass per area of paper measured in grams per square meter].

“We compared Fusion Topliner with the previously used Topliner paper,” says Jochen Rudat, project manager at Knappe + Lehbrink. Sappi’s Fusion Topliner achieves the same material strength with a grammage of 180 g/m2 as a 230 g/m2 GD2.”

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