Foster's brings aluminum bottle to the Australian marketplace
CCL Container has been in the forefront of the beer industry's wave of enthusiasm for the aluminum bottle.
10/02/06 Like everything else in Australia, beer is big. Very big. The Foster's Group Limited has had no small part in its popularity-both down under and worldwide. So it came as no surprise that when Foster's looked to launch an aluminum bottle product in Australia it would do so in a big way.
Foster's had been watching the development of the aluminum bottle market in North America and decided that the timing was right for a launch in the Australian marketplace.
Foster's Crown Lager is the market leader in Australia, popular with the nightclub set as well as sports fans. Crown Lager was first introduced to the Australian consumer in June 1953 to celebrate the coronation of Queen Elizabeth II.
"Just as in the North American market," explained Ed Martin, CCL Container's Vice President of Sales and Marketing, "the aluminum bottle helps marketers drive consumption. Foster's considered other on-premise package options, including PET and shaped cans, but ultimately decided that our aluminum bottles offered the unique shape, upscale look and distinct style that would enhance the premium image of Crown Lager.
CCL Container has been in the forefront of the beer industry's wave of enthusiasm for the aluminum bottle. In fact, CCL introduced the American beer-drinking market to the first American-made aluminum crown beer bottle for Pittsburgh Brewing Company's Iron City beer. In 2004, CCL Container's aluminum bottle was selected as one of BusinessWeek Magazine's Best New Products. The package also won a "Stevie Award" at the 2005 American Business Awards for "Best Package Design."
Meanwhile, down under, acceptance for the aluminum bottle has been more than enthusiastic from both the trade and consumers. "It looks great in people's hands," says Gloster, "and aluminum keeps our Crown Lager cooler much longer than glass in the hot Australian sun."
The end result is a great looking aluminum bottle that has premium beer written all over it. Amcor Australasia played an important role in the Crown Lager aluminum bottle launch. The company assisted with the logistics and distribution of the CCL Container bottles which were manufactured in North America.
