Brewers’ focus on glass embossing
In a bid to set itself apart in the crowded Australian beer market, Carlton United Brewers has adopted a revolutionary embossed bottle for the company’s Victoria Pale Lager. It is currently Australia’s only beer with a fully-embossed label.
The technology used to create the embossing was also behind an internally embossed ‘vortex’ bottle developed for Miller Lite in the US and for New Zealand brewer Tui. MillerCoors believes the innovative bottle design was behind a 6% increase in sales of Miller Lite. Gage Roads Brewing from Australia is also now using the internal vortex on its Wahoo line.
Carlton United’s marketing team were so excited by prototypes of the new design, they accepted it immediately. The company believes that the striking glass packaging will provide consumers with an impression of premium quality, at little additional expense for the beer maker.
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