Stella Artois pushes eco credentials as bottle weight drops 7%

Jill Park, packagingnews.co.uk, 10 May 2010

 

Stella Artois has unveiled a new lightweight bottle with limited edition label as part of an initiative to improve its environmental performance.

 

The company has reduced the weight of its 284ml bottle by 7%, which will amount to a considerable saving over the 250m of the bottles sold each year.

 

A limited-edition label has been created for the new packs and the launch will be supported by an on-pack promotion, asking 'Is Jeannie in Your Lightweight Bottle?'.

 

Consumers will be able to win anything from 50p to £100,000 with each pack purchased and be given the chance to donate their winnings to a green charity.

 

Stella Artois's glass bottles are manufactured by Ardagh Glass, Quinn Glass and O-I.

 

The launch has been supported by the latest instalment in Stella's ongoing ad campaign which underlines the green credentials of its packaging. Click here for more on packaging's appearances in Stella Artois and other recent ad campaigns.

 

"We're very pleased to be introducing the new Stella Artois lightweight bottle," said Stella Artois marketing director for Western Europe Adam Oakley.

 

"As a pioneering brand, Stella Artois cares about doing the right thing for the environment, and today's announcement is another way we're taking small steps to improve our environmental performance."