Bringing Colour to the beer market

Bringing Colour
to the Beer Market
Madrid, 24-25 April 2008

Holland Colours NV, The Netherlands
Alies Gonlag
Global Industry Manager - PET Packaging

Colouring solutions for plastics & coatings

Offering our Customers Colours of Value

Bringing Colour to
the Beer market
Holland Colours
Role of packaging
Consumer Insights
Colours for PET Packaging
Market trends and opportunities
Packaging Beer in PET
Challenging perceptions
Summary



Holland Colours
Profile
Founded in 1979
Over 400 employees
Worldwide network of agents
6 Plants, 6 Sales Offices
Customers in 70 countries
Colouring two Mio tons plastic

Focus markets
PET Packaging
Building and Construction
Silicones/Elastomers



connecting comPETence®

Portfolio & Markets
PET Packaging
Our Colour Portfolio
Transparent, translucent or opaque
colours in any desired shade
Special effects colours
Protective colourants for light
(Holcomer) and for oxygen barriers
(OXN)

Our Markets Served
Alcoholic Drinks: Beer, wine and
liquor
Non-Alcoholic Drinks: Carbonated soft
drinks, Mineral Water, Juice, Milk
Food: Edible Oil and Sauces
Non-Food: Supplements, Household
and Personal Care



Holland Colours
Growth Drivers
Operational Excellence – the
basis
Global business practice - a
reliable global partner
Market driven - with more
innovation
Experience - unrivalled know-
how in working with pigments,
dyes and carrier systems. We
deliver more than colours:

Holland Colours: Colours of Value


Offering our customer Colours of Value

… role of packaging
in brand development
‘In the battle for the consumer
mindspace, packaging may be the
most important branding tool’

– Terry Levin



… role of packaging
and colour
• Packaging has a symbolic
(visuals, brand identity) and

Symbolic Functions
utilitarian (contain, protect,
convenience) function

• Physical Quality is no longer a
factor of purchase qualification
Utilitarian Functions

• Emotions create decisions:
Research suggests 73 % of
purchasing decisions are made in
store and colors are pivotal to
success or failure

• Colors catch shoppers eye and
convey information



… monitoring colour
trends
Our source for colour trends
Information from all types of
industries
Colour directions guide design
for a market colour

Our translation into colours for PET
‘Spectral Evolution’
Colours matched in PET
Available as a design tool, with
bottes for discussions on colour
selection



.. insight driving
packaging development
Consumer Packaging Goods
Industry Survey:

how important each mega-trend
is in shaping your marketing and
product development strategy?

Health and Convenience are
high up on the agenda



.. insight driving
packaging development
Consumer
Lifestyle mega trends
Wellness
Convenience

Converter, Brandowner and Retailer
Quality and shelflife
Differentiation on the shelf
Cost competitive

*Source: Datamonitor;



.. ‘hour-glass economy’
premium and value

*www.brandchannel.com


Offering our customer Colours of Value

Colours of Value
Flavoured Mlik



Colours
Household Care



Colours of Value
Photograph: provided by Alpha (USA)
Photograph:

Personal Care and
Cosmetics



Colours of Value
Photograph:
Personal Care &
Cosmetics



Colours of Value
Supplements



Colour of value
Photograph:

PET jars for multiple
applications



Colours of Value
UHT Milk



Colours of Value
Milk Tea



… global market segmentation and packaging mix

* Internal estimate from sources: Artenius, LA-PET 2007, Euromonitor Consumer Packaging report June 2005



… current country share in beer in PET (%)
Others

USA

Spain

Estonia

Latvia

Lithuania

Bulgaria Turkye Finland Austria Finland Israel S-Korea Germany
Germany

South Korea

Serbia

Ukraine

Russia
Romania

Russia

0 10 20 30 40 50 60



.. market trends for
beer in glass
Premium & seasonal
launches remain important

Beer becomes healthier,
organic formulas, lowering
Organic Pils Temperature Seasonal Art Deco
calories, add vitamins
Germany Indicator/France Malaysia Premium

Premium, Portugal, Fruit Flavored Low Carbo/Sugar
Russia Premium Safrica, Colombia China, Ireland


* Source:GNPD/Mintel Offering our Customers Colours of Value

… opportunities for beer in glass

Female Market

Seasonal

Low Calorie

Organic

Natural

Freshness

* Datamonitor



… advantages of PET
over glass
Lightweight
Cost benefit in logistics

Flexibility
Design
Production

Consumer convenience
Portability
Shatterproof
Recloseable (?)



.. packaging beer
in PET
Beer in PET 7 billion containers
globally, growing 20% p.a. *

Barrier systems :2,2 bn
0,7 Bn Russia
0,8 Bn W-Europe
0,4 bn S-Korea
0,3 Bn USA/LA-Americas
with
* Internal estimate, data Husky (LA-PET 2007)
50% multilayer, 30% monolayer
and Invista (Novapak 2008)
with additives & blends and 20%
coating

Remainder is monolayer mainly used
for1,5 –2 ltr for Russia & Ukrain



.. demands for beer
in PET
Improved barrier improvement
Commercial barrier systems on the market:
factors (O2,CO2) to ensure
required shelf life
O2 active scavenging
Block out light that reacts with
Metal (-assisted) oxidation certain hops, which could
damage the flavor
CO2 passive barrier Keep it cool…
Special polyamide resins/grades, Nanoclays

(In)organic coatings (C,SiOx)

Many combinations of above-mentioned
technologies



… our contributions to
beer in PET
In close cooperation with our
customers and the other partners
in the value chain we develop

Colours for optimal performance in
barrier systems for shelflife in PET
Packaging
Colours and additives for selective
light protection
A palette of eyecatching colours for
differentiation on the shelf

Offering differentiation on the shelf
and protection for improved shelflife


.. the right colours
for shelflife
… as example: monolayer PET bottle using Holland Colours OXygeN- colour
an OXN formulation
formulations are developed for
compatibility with barrier systems
Where interaction between
barrier and colours/additives is
possible
Building an approved list of
green and amber colours from
barrier material producers
Several amber and green
products commercialized



.. colours for light
1860-1930
protection
Why use colour?
Block out light that reacts with
certain hops, which could damage
the flavor. Brown blocks best.
Improved logistics and storage in
60 Yellow Green Light Brown Red Brown
boxes do allow use of colourless or
other colors than brown
50

What protection is provided?
Transmission (%)

40
PET is transparent in the visible
region and provides absorption up
30
to 320 nm
UV absorber for absorption up to
20
380 nm
With Red and Yellow visible light is
10
blocked in over wavelength 380-500
0 nm
300 400 500 600 700
Wavelength (nm)


.. and differentiation

‘The product promises, the
content delivers, but it is the
package that captivates.’
Physical Quality is no longer a
factor of purchase qualification
Emotions create decisions.
Over 70 % of purchasing decisions
are made in-store
Colours are pivotal to success or
failure; catch shoppers eye and
convey information



… taking into account
consumer associations
Association glass bottle and the
customary clinking sound
accompanied by a quot;cheersquot;
Glass is perceived as a better
retainer of flavour
Lightweight puzzles beer drinkers
used to heavy glass bottles
‘Cold-Fresh’ sensation using glass



… surveys on perception

Consumers strongly prefer glass
for beer and liquor (Baton Rouge)
Acceptance is highest in the 18 to
25 age group and lowest in the
50+ age group.
It is not about taste:
Profakt GmbH’s blind taste
tests glass versus PET bottles:
similar quality in taste
For events it is OK! Customers
favour convenience of PET
bottles at stadiums and concerts

Source: Shelfimpact, September 10, 2006


… challenging the
perceptions in PET
use PET to develop novel shaped
bottles to target the young
population

PET bottles also offer reclosable
caps that give the customer the
option to enjoy the drink at leisure

PET beer bottles to gain visibility
on retail shelves as a convenient
package with great visual appeal



Summarizing
Growth opportunities in PET
packaging from organic growth
and conversion of glass for beer

The technologies for barrrier and
and colour system to obtain
shelflife are available

Colors are pivotal to success or
failure as colors catch shoppers
eye and convey information

Success for beer in PET is about
challenging consumers
perception, as PET beer bottles
have potential to gain visibility on
retail shelves as a convenient
package with great visual appeal:



Wishfull thinking?
What do you think?

‘the generation that has grown up with
soft drinks packed in PET doesn't think
twice about beer in a plastic bottle, and
so it is likely that it will not be long before
beer packed in PET will become
commonplace in supermarkets, pubs
and clubs throughout the world.’*



* Source: Materials World Vol 8, No.8, pp 14-17

Bringing Colour to the beer market

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