BACARDI BREEZER Line Captures Consumer Appeal with Amcor PET
BACARDI is now benefiting from a significant case weight reduction of nearly 30 percent with the new PET packaging. Each 330 mL PET BREEZER container weighs 38.8 grams against 244.5 grams for glass, resulting in a case weight of 9.9 kg compared to 14.7 kg.
08/05/09 BACARDI Canada’s full line of BREEZER rum beverages are now on store shelves in new PET bottles from Amcor PET Packaging. Converting from glass to PET for the carbonated alcohol drink not only improves the Canadian marketer’s environmental position, but its market position with consumers as well. Eleven flavors for 2009 are being offered and with all BREEZER production for Canada now in PET, it ends a glass tradition that began in 1988.
“Our customers prefer PET for this type of ready to drink (RTD) beverage. It is more consumer friendly,” says Dale Harrison, materials sourcing manager for BACARDI Canada, Inc. “We like it because it’s lighter than glass and it is ideal for many outdoor venues where BREEZER is consumed. The new package also comes with a resealable screw cap the glass bottle did not offer. Some of our competitors in this RTD category have been in PET, but we are the first major Canadian brand to convert our entire line."
While consumer preference is the primary factor in BACARDI Canada’s decision to convert, Harrison said transportation cost savings due to lighter weight containers and environmental advantages of PET reinforced their decision. BACARDI is now benefiting from a significant case weight reduction of nearly 30 percent with the new PET packaging. Each 330 mL PET BREEZER container weighs 38.8 grams against 244.5 grams for glass, resulting in a case weight of 9.9 kg compared to 14.7 kg.
From a carbon footprint standpoint, “BACARDI asked us to take a look at their data, having seen information about some of the studies we’ve done,” David Clark, Amcor PET director of sustainability, said, indicating the PET container is initially providing a 22 percent reduction and future shifts in the production could drive the percentage higher. The bottles are being produced at Amcor’s Brampton, Ontario facility.
Before the conversion to PET could be made, several requirements had to be met.
“We wanted the same profile as our glass bottle,” Harrison said. “It also needed to perform like the glass bottle in terms of maintaining the same carbonation level and shelf life. It was a challenge, achieving the same performance using different material.”
No one would agree more than Amcor project engineer, Todd Mastic.
“The round, ‘Champagne’ style base on BREEZER bottles typifies this category of beverage in the marketplace. BACARDI wanted to retain this shape, yet BREEZER also has a higher level of carbonation than competitive products packaged in PET,” Mastic said while explaining the package must withstand a substantial amount of pressure.
Soft drinks in PET use a five-footed pedaloid base specifically designed to handle this much carbonation and BACARDI’s desire to keep the champagne base represented a significant challenge.
“We wanted consumers to still associate this iconic shape, including the bottom being round, with what has previously been on the shelf,” Mastic said. “The base of the bottle is the key for carbonation. The rest of the container is cylindrical, so it doesn’t change much in dimension when you pressurize and carbonate the container. But the base is the area that must withstand the pressure.”
Mastic said that’s the area Amcor focused on.
“By incorporating base and heel inserts in our unit mold, we were able to produce and test containers in our own lab with a number of different base designs. We performed carbonation studies before selecting the optimum container to recommend. This enabled us to create a package design that met customer requirements.”
BACARDI Canada’s conversion to PET is also drawing kudos from the Liquor Control Board of Ontario (LCBO) which operates 600 retail outlets for alcoholic beverages. LCBO documents indicate this type of container reduces waste by more than 90 percent.
“We are pleased to see more alternative packaging like the BREEZER PET containers,” said Chris Layton, LCBO Media Relations coordinator. “We encourage more companies to follow BACARDI Canada’s example.”
