Screw-Top Aluminum Bottle

In today’s consumer products marketplace, brands are constantly searching new ways to revitalize their image and stand out on the shelf. Beverage industry has taken the beverage packaging to a whole new level with a full range of aluminum bottles.

Anheuser-Busch InBev NV (ABI) was the first brewer to launch a reclosable screw-top aluminum bottle for their beverage, the Bud Light Platinum. They hand-picked Bud Light Platinum as “Platinum has been able to elevate the premium light beer category with its blend of image and flavor, and we believe it will do the same to for the perception of aluminum bottles”, said Rob McCarthy, vice president of Bud Light.

Using an impact-extruded packaging technology, the aluminum packaging is environmentally friendly, being 100% recyclable. Seamless aluminum finish also adds to premium allure. Consumers think the bottle is “more premium, more refreshing,” Paul Chibe, vice president U.S. marketing for AB InBev.

Features such as chill-retention, re-sealability, and durability are some of the reasons why there is a growing number of beverage marketers looking for the “cool factor” in order to make a lasting impression on potential customers. The design of the Bud Light Platinum aluminum bottle – which features a twist-off cap – provides for a tool-less opening. The new bottle is also more than 50% stronger than a standard aluminum can and helps the beer get colder faster. “The new reclosable bottle continues our long tradition of innovative packaging that delivers the freshest, coldest, best-tasting beer possible,” said Pat McGauley, vice president of innovation for Anheuser-Busch.

The new bottle uses less aluminum than traditional cans, said Luiz Edmond, the brewer’s North American president, and the packaging invites drinkers to play with the screw-top, which male drinkers like, he said, with a discreet flag saying “trust me, I like it” on the bottle neck.

AB InBev’s initiative to introduce the new aluminum packaging for a more expensive and stronger variant of beer was part of a strategic plan to bring Budweiser and Bud Light back to life. The brand has about 21 percent of the U.S. beer market, with its next closest competitor Coors Light accounting for about 8 percent. AB InBev competes with SABMiller Plc (SAB) and Molson Coors Brewing Co.’s joint venture MillerCoors in the U.S, according to Bloomberg.

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