drinkworld Technology + Marketing 1/2024

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Editorial Beer in Cartons – Surprising Trends for 2024 A few years ago there was an attempt to package beer in Germany in PET bottles. Environmental reasons were the main argument, since saving weight, etc. was beneficial to transport costs. It didn’t really catch on. You don’t mess with a German’s glass beer bottle. It cools well, it tastes good and doesn’t break as often as you might expect. It is more sustainable to reuse the same bottle than to make new ones, even if the weight is lower. If recycling is the question, then the answer is probably the aluminium can anyway. I find it interesting that consumers often provide an answer to a researcher’s question before it has really been asked. It's also true that every region has its own specialities regarding containers. Sometimes, especially in packaging, tradition is stronger than science. Other times, it is the available resources that limit the choice. A new White Paper has just been released by the American PMMI, the Association for Packaging and Processing Technologies. Craft Beer and Spirits: Success Through Packaging projects that metal, glass, and liquid cartons are projected to be the fastestgrowing materials used in the craft beer and spirits market through 2027. This comes as consumer demands for ready-to-drink, e-commerce, and variety and multipacks have moved the market to a projected 1% compound annual growth rate (CAGR) or 78.1 billion unit sales from 2024 to 2027. “Metal already represents the lion’s share of craft brew and spirits packaging – followed by glass, then rigid plastic,” says Rebecca Marquez, Director, Custom Research, PMMI. “But liquid cartons are slated to grow at the fastest rate over this period at 2.2% CAGR.” Rebecca told us that these trends are also fueling shifts in equipment, notably driving higher demand for automation. This manifests in integrated robotics and end-of-line packaging operations, including machines like palletizers. "The white paper also delves into how variety, sustainability, and premiumization can provide craft producers with a way to stand out in a competitive craft market. " By definition craft producers are smaller and more innovative than major beverage brands. The most important tool they have to establish their identity is the package. Once established, the taste will then do the rest! Packaging features make products stand out on the shelf and speak Ian D. Healey Editor-in-Chief directly to the concerns of customers, while providing a variety of formats and sizes caters to convenience and consumer lifestyles. The white paper was compiled from the opinions and responses of (North American?) craft beer and spirits industry professionals. Participants were asked to expound on their experiences to better understand craft producers' packaging needs and the future trajectory of the craft industry as a whole. The report is available on request and makes fascinating reading, even though German beer will still be served in glass afterwards. Photo: BK Cheers www.drink-tm.com If you like it – subscribe! drinkworld Technology + Marketing · March 2024 3
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Page 7 and 8: made in the usa Cover Story ZAHM&NA
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Page 11 and 12: Ingredients Leading process technol
Page 13 and 14: “Kids grow up drinking dairy, and
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Page 17 and 18: Collaboration + Innovation: How Can
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Page 23 and 24: Processing currently deployed AFI4
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Page 29 and 30: Events Process Technology Advancing
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Page 41 and 42: Events 14-17 July Chicago, IL, USA
Page 43 and 44: Suppliers’ Guide Exhibitions & Tr

drinkworld Technology + Marketing 1/2024

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