September 11-15, 2017
Category: Packaging

Craft Beer Taste Test, But About the Package

With many craft brewers choosing to sell their beer in cans these days, one major glass maker decided to take matters into its own hands and find out what consumers think about glass bottles instead. 

So Owens-Illinois (O-I) commissioned a study that spent five days interviewing more than 1,400 men and women across the U.S. between the ages 21 – 69. “We found a strong consumer preference for glass beer bottles among craft beer drinkers,” says Sara Alcroft, Marketing Communications Manager -- O-I North America. “We actually found that 90 percent of craft beer drinkers prefer a bottle and 80 percent of beer drinkers as a whole prefer a bottle over other material.”
The survey also found consumers prefer beer in a bottle because bottles offer better taste, increased freshness, better experience and flow, and keep beer colder. They also used these adjectives to describe brands packaged in bottles: strong, independent, proud, confident, sophisticated and classy. 
The survey also found consumers favor bottles during intimate occasions, including individual consumption, small gatherings, professional and formal events and when they are not looking to consume a lot of beer in one sitting, Overall, it found craft beer in bottles to be considered “the gold standard” by respondents and that bottles enhance the brand image of a beer.
There were 972 men in the survey and 525 women. Also, they did not work in a competitive industry and were the primary decision makers for beer purchases and had consumed beer in the past 30 days. Participants came from all over the U.S, with the most, 304, from the South Atlantic. 
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