brandannual 2019
The brandannual magazine has been issued for the 6 year. The magazine covers brand-relevant topics in the area of financing, brand management, current studies, people and industry trends. This year covering Destination, City & Region Branding, Corporate Branding, Brands for Competitiveness and Sustainable Growth, Innovation, Alternative Financing as well as several high-ranked companies, programs, projects, nations and initiatives.
The brandannual magazine has been issued for the 6 year. The magazine covers brand-relevant topics in the area of financing, brand management, current studies, people and industry trends.
This year covering Destination, City & Region Branding, Corporate Branding, Brands for Competitiveness and Sustainable Growth, Innovation, Alternative Financing as well as several high-ranked companies, programs, projects, nations and initiatives.
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:<br />
Romerquelle<br />
Romerquelle _<br />
:<br />
Brands<br />
traditionally sustainable<br />
with<br />
bottles made<br />
Römerquelle is well-known for<br />
its innovative products building<br />
new categories. With the<br />
use of bottles made of 100%<br />
recycled PET for the entire product<br />
portfolio, the company now sets<br />
another milestone – as the first beverage<br />
brand in Austria, Römerquelle<br />
is exchanging its bottles to 100%<br />
recycled PET Bottles. Marketing<br />
Director Vesna Vlahovic-Dasic and<br />
Senior Brand Manager Zaneta Gollner<br />
talk about this pioneering step:<br />
What does the brand Römerquelle<br />
represent?<br />
Vesna Vlahovic-Dasic: Naturally,<br />
Römerquelle represents mineral<br />
water of highest quality and great<br />
taste, as well as drive for innovation.<br />
For instance, Römerquelle<br />
Emotion built the nearwater segment<br />
and last year, Biolimo leicht<br />
was launched. On the other hand,<br />
Römerquelle has always been a<br />
driver of sustainability. Just like<br />
the Romans, we have always been<br />
aware of the importance of water<br />
as a valuable resource. The switch<br />
towards 100 % recycled PET bottles<br />
is a clear signal in this direction.<br />
of bottles<br />
What is essential to make the<br />
switch towards 100% rPET<br />
across the entire product line?<br />
Zaneta Gollner: A functioning collection<br />
system is a fundamental<br />
condition. Thanks to partners such<br />
as ARA and PET to PET (where<br />
used bottles are transformed into<br />
valuable resources for new bottles),<br />
we can meet the logistic and technical<br />
requirements. The most important<br />
factor, however, is the correct<br />
disposal of used PET bottles by<br />
consumers. In this regard, Austria<br />
shows great results with 3 bottles<br />
out of 4 to be collected.<br />
Foto: Coca-Cola GmbH<br />
Marketing Director<br />
Vesna Vlahovic-Dasic<br />
Foto: Andreas Bruckner<br />
Senior Brand Manager<br />
Zaneta Gollner<br />
Why is it so important for<br />
Römerquelle to make a switch<br />
towards 100% recycled PET<br />
across the entire line?<br />
Vesna Vlahovic-Dasic: This step is<br />
not meant to be symbolic, as Römerquelle<br />
wants to be a sustainability<br />
hero. We aim to make a clear commitment<br />
to sustainability and this<br />
is only possible if we make a commitment<br />
to recycled PET across the<br />
entire product range. The process<br />
has not been an easy path, especially<br />
because of the fact that packaging<br />
for food and beverages has to follow<br />
strict rules and standards. However,<br />
we have been able to achieve this in<br />
cooperation with our bottler Coca-<br />
Cola HBC and its partners.<br />
The Business and Investment Magazine <strong>brandannual</strong> 121
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