Leading international brewer Carlsberg Group (Copenhagen / Denmark; www.carlsberggroup.com) is introducing the UK market to its “Export” lager beer packaged in a 500 ml PET bottle manufacturer by Constar (Trevose, Pennsylvania / USA; www.constar.net). The “Premium” PET bottle incorporates a moulded Carlsberg logo down the length of the body and is sealed with a classic crown cap. The concept was launched initially in the Swedish market. This latest approach for selling the Export beer brand in the UK is designed to increase impulse sales and the bottle will be sold exclusively in 334 of the “Local” convenience stores operated by Sainsbury’s (London / UK; www.sainsburys.co.uk). Commenting on the launch, Carlsberg UK director of customer marketing David Scott said: “The 500 ml format and overall high quality manufacture of the bottle makes it ideal for Carlsberg Export.” He believes there is a huge, untapped potential for chilled beers.

At Sainbury’s, beer buyer Susanne Wood said the PET bottle is a fine example of supplier-led packaging innovation. She added: “The 500 ml size, high-quality design and convenient packaging is ideal for a premium, chilled lager and is a genuine point of difference in the UK market.”

A recent study by market researcher Pira International (Leatherhead, Surrey / UK; www.pira-international.com) predicts that the global PET beer bottle market will reach 7.7 bn bottles in 2015 – see Plasteurope.com of 27.05.2011.