Beer in a plastic bottle?

Editor’s note: Elliot Young is chairman of Perception Research Services, Fort Lee, N.J.

Throughout the world, marketers have come to realize that product success is directly related to consumer receptivity to not only their products but also to their packaging. Effective packaging is crucial in cluttered in-store environments where so many purchasing decisions are made each day.

Shoppers tell us that packaging doesn’t influence them, that they don’t pay attention to it, and that marketers should spend less money on packaging, and thus lower the product’s retail price. However, the reality is that shoppers:

  • use shape, color, and typestyle to identify a brand;
  • formulate opinions of products based on the packaging;
  • make decisions in stores, where packaging is the key marketing communicator.

Over the years, trends have developed in the packaging arena, they include:

  • a quest by marketers to better understand consumers and their shopping habits;
  • globalization - the search for effective communication through common global packaging (a primary example being Coca-Cola’s contoured bottle and worldwide graphic presentation);
  • improvement in package labeling and the rapid growth of iridescent formats;
  • more effective category management systems; systems designed to make the shopping task easier;
  • innovations in packaging structures, specifically, the use of PET plastic bottles.

Innovation in packaging structures offers marketers in virtually all categories a number of valuable competitive advantages, including:

  • perceived product uniqueness;
  • an ability to differentiate their products from those of private label competitors;
  • proprietary ownership of the packaging structure;
  • improved functionality - easier to grip, carry, reseal, etc.;
  • improved levels of shelf prominence in competitive clutter, which translates to an improved likelihood of stimulating impulse purchases at point-of-sale.

This shelf prominence issue is vitally important since, in the United States, it is generally acknowledged that in supermarket environments two-thirds of all purchase decisions are made at point-of-sale. In fact, on average, shoppers expect to purchase approximately 10 items when entering a store, and generally walk out having purchased over 19.

Based upon these realities, it is not surprising to see radically new packaging structures in virtually all product categories. A few examples include:

  • the Log Cabin Syrup package which actually looks like a log cabin;
  • the see-through packaging for Colgate Palmolive’s Softsoap line;
  • the unique plastic packaging for Lea & Perrins’ steak sauce;
  • the use of gusset bags for cereal products, i.e., an alternative to conventional box packaging.

Next innovation

The next major structural packaging innovation is about to surface in the beer industry, specifically, the marketing of beer in plastic bottles. Already major developmental investments have been made by Anheuser-Busch, Miller, Coors in the U.S. and Bass Brewers in the U.K. and this is just the beginning. Existing consumer research on this plastic beer bottle concept (conducted by our firm and numerous beer marketers) points out how and how not to conduct packaging research. It also shows that evaluating packaging is different than evaluating other promotional materials.

Table 1
Brand Perceptions of Packaging Professionals


Expectations

Actual

Difference

The plastic will keep the beer cold enough

50%

79%

+

A plastic bottle is appropriate for beer

65%

82%

+

The beer will be refreshing

71%

79%

+

The plastic bottle would change the taste of the beer

35%

21%

+

When a sample of 457 beer drinkers were questioned about the plastic bottle concept, but did not actually see, feel or touch a bottle, the results highlighted the barriers which must be overcome through effective advertising and promotion of beer in plastic bottles. Only 11 percent of beer drinkers said they were very likely to purchase beer in a plastic bottle, and only 29 percent said they were very or somewhat likely. Conversely, 52 percent said they were not at all likely to purchase beer in plastic bottles. Their primary concern was product taste/flavor. Reservations included perceptions that:

  • the plastic bottle would change the taste of the beer (the beer would pick up the taste of plastic);
  • the product would not taste good;
  • the product would not stay fresh;
  • the plastic container would not hold flavor;
  • the plastic container would not keep the product cold enough.

In addition, 14 percent indicated that the idea of drinking beer out of plastic just seemed wrong.

Given these findings, it would not be surprising to see beer marketers discard the plastic bottle concept. However, when a separate sample of beer drinkers were provided the opportunity to see, feel and touch a plastic beer bottle and subsequently open the bottle and drink the beer, the results were dramatically different:

  • consumers were highly favorable toward a 16 oz. plastic beer bottle - rating it an 8.0 on a 10-point scale.

The plastic container was perceived to have the look of glass and the unbreakable safety convenience of cans. Beer drinkers also praised the plastic beer bottle for:

  • its resealable top;
  • its light weight;
  • its being unbreakable (safer);
  • the beer’s better taste (versus cans);
  • its good feel (comfortable grip);
  • its appearance - "looks like glass";
  • its non-slip surface;
  • its recyclability.

When Perception Research Services sampled packaging professionals (before and after tasting beer in plastic bottles) the benefits of this new delivery system were evident (Table 1).

Overall attitudes towards plastic beer bottles were overwhelmingly favorable (Table 2).

Table 2

The beer in the plastic bottle exceeded my expectations

39%

The beer in the plastic bottle met my expectations

52%

Total

91%

In addition, 82 percent of these packaging professionals rated the plastic beer bottle (after tasting the product) excellent or very good.

These perceptions also translated to a positive shift in purchase likelihood (Table 3).

Table 3

Expectations

Actual

Difference

Very likely      

32%

55%

+23

See, feel, taste

Though the results from the consumer research conducted with and without beer drinkers seeing and feeling a package and tasting the product appear to be radically different, in reality they make a more important point. When researching new packaging concepts, it is imperative shoppers see and feel the packaging structure and, if possible, taste the product, rather than simply being questioned on their likelihood of buying or trying a new product entry. From this program of research, we have learned that beer drinkers will have to be educated about the benefits of plastic packaging in the beer category in order for it to be successful.

The bottom line from this information is evident: The marketing of beer in plastic bottles has begun and is probably here to stay. Marketing beer in plastic bottles provides a hedge against aluminum cans, which now amount to 60 percent of volume, and the glass bottle, which is more costly, yet helps to enhance brand imagery.

Structural innovations in packaging are occurring in virtually all categories. The use of plastic bottles in the beer category is just another instance of marketers taking advantage of new technologies to more effectively promote their products, convey points of difference, and educate and reinforce added value to the individuals who ultimately determine a brand’s success or failure - the consumer.