REUSABILITY, optimal weight, and increased recycled content are among the trends currently shaping the drinks packaging segment of the market.
Tim Croxson, CEO of glass packaging manufacturer Croxsons, told Packaging Scotland that there is a strong emphasis on sustainability and the circular economy.
“Everyone is trying to do the right thing; whether that’s driven by commercial reasons or a genuine passion for sustainability doesn’t really matter,” he explained. “The outcome is that brands are ensuring they have the right packaging for both their brand identity and their sales channel.”
Tim explained that brands are beginning to explore the possibility of reuse, highlighting the use of refillable pouches for coffee.
“In the on-trade, we’re seeing the delivery of spirits in large metal containers, which are then sent back, refilled and returned, ready for dispensing, much like soft drinks or beer,” he added. “This significantly reduces glass usage, particularly behind the bar where space for bottles is limited. As a result, lightweighting becomes essential. From an Extended Producer Responsibility (EPR) perspective, there’s significant focus on packaging weight. Current EPR guidelines and costs do penalise glass, which we believe is unjustified and incorrect. Brands are clearly reviewing costs and exploring alternative materials that can replicate the aesthetics and performance of glass.”
Tim revealed that brands are increasingly researching options around cardboard. He revealed there have been some ‘niche’ launches by spirit brands using cardboard bottles, but the downside is that they still require a plastic liner that must be separated by consumers for proper recycling.
“This raises doubts over how effectively the average consumer can or will recycle them, unlike other materials,” he stated. “That circular economy will become more important in the near future. Glass is well-positioned to succeed here, given that it’s infinitely recyclable and easy to recycle without any deterioration in performance.
“From our own perspective, we’ve always ensured that we’re supplying the right kind of packaging for our customers’ brands. That extends to both performance and material choice, including weight. We’re focused on offering products that don’t carry unnecessary weight while still meeting performance requirements.
“We’ll continue to analyse this area closely and expect developments in the coming months.”
Tim explained that aluminium cans are proving popular, often as a replacement for glass, which clearly isn’t ideal from the perspective of glass manufacturers. He believes a significant portion of that shift appears to be driven by necessity, particularly under EPR.
Tim said the impact that packaging can have on the success of beverage products is ‘absolutely critical’.
“All the research shows how quickly consumers make decisions at shelf and packaging plays a huge role in that moment. Glass is still considered the premium packaging choice for brands wanting to position themselves at the higher end of the market.
“There are countless options in decoration and design to help a product stand out. We’re always happy to support brands with that. As for how often a brand should refresh its packaging, there’s no set answer. Every brand has a unique lifecycle, which can be influenced by external factors beyond its control.
“Brands need to anticipate their growth curve and when it might level off, plateau, or decline and prepare accordingly. It’s crucial to be prepared for a brand refresh before performance starts to decline. If the curve has already turned downwards, it’s often too late; consequently, you’re missing opportunities to sell and build awareness. Brands that use data, analytics and consumer research will be better equipped to act at the right time.”
When it comes to glass, Tim expects to see more attention on achieving the right weight of packaging, adding that there is still unnecessary weight in some glass bottles that can be removed without compromising quality.
“As technology advances and consumer pressure increases, along with costs such as National Insurance and EPR, the drive towards optimal weight is likely to continue across all sectors,” Tim concluded. “On using ‘rightweight’ vs. ‘lightweight’, brands can lightweight to a certain extent and we’ve seen that in some sectors. But lightweighting too far isn’t always the right choice. There’s a right weight for each brand and sector and that’s what we aim to deliver. A bottle that’s too light may compromise its design or give the impression of being cheap, which is the opposite of what premium brands aim for. The goal is to strike a balance between efficiency and consumer experience, as well as brand perceptions.”
Another glass manufacturer, Beatson Clark, agreed that the trend is moving towards greater sustainability for the entirety of the packaging.
Charlotte Pike, marketing manager, told Packaging Scotland, “Spray decoration, which Beatson Clark now offers in house, is also on trend at present, which takes the packaging to another level.
“There’s a growing awareness now of the amount of recycled content in packaging, and it certainly influences buying behaviour. Our total recycled content rates are 70% for amber glass and 50% for white flint. A few years ago spirit brands insisted on premium white flint for their packaging, for example, but now they’re actively seeking out packaging with a greater proportion of recycled content.
“With the introduction of regulations such as EPR, the recyclability of your packaging is becoming rightfully so, more important. Glass is 100% infinitely recyclable with no loss of strength or quality, which is not something other beverage packaging materials can offer.”
Charlotte revealed that many new formats are coming onto the market, including paper and aluminium bottles, with each of these having a market they serve well, especially for on-the-go products. However, she believes none of them can beat the credentials of glass including its inert nature or premium feel.
“For spirits and premium drinks the quality of glass packaging is unrivalled,” Charlotte stated.
When it comes to refreshing drinks packaging, Beatson Clark recommends a packaging makeover every few years to ensure brands stay on trend and relevant. This can be done, for example, by changing a label or adding embossing to a bottle.
“We eat with our eyes, as they say! The first impression of food and beverage products is a visual one, so the appearance of the packaging is key,” Charlotte added.
“Every now and then a complete redesign is a good idea, but it’s important to keep the core brand intact by retaining iconic shapes, fonts and colours. Coca-Cola is a good example of this.”
Looking ahead, Charlotte predicts lighter containers with more recycled content will continue to be demanded by manufacturers and brand owners, with re-usability becoming increasingly popular.
“Of course, glass is the perfect packaging material for this! However, we really need the right infrastructure to bring this old-school packaging back to the UK.”
One recent project Beatson Clark was involved in was for Showerings, which wanted premium glass packaging for its Triple Vintage Cider sold in high-end hospitality settings. The business was impressed by Beatson Clark’s dark amber glass.
“We designed and manufactured a 375ml amber glass bottle featuring sculpted embossing, which they complemented with premium gold foil and embossed lettering on the label and bespoke printed crown,” Charlotte explained. “The finished product is stunning!”
