1. Working with the lager, ale and cider
industry, WRAP (Waste & Resources Action
Programme) has identified that there is the
potential to save at least 80,000 tonnes of
glass in the UK. Also there is the opportunity
to save nearly 15,000 tonnes of aluminium in
the EU through optimising the packaging of
carbonated beverages.
This WRAP case study clearly illustrates that
through lightweighting, brand owners have
produced new designs for single products and
whole product ranges. These changes have
resulted in significant environmental and
commercial benefits by reducing the use of
materials, together with manufacturing and
distribution efficiencies, whilst at the same time
maintaining or even enhancing brand equity.
Lightweighting glass bottles
WRAP’s GlassRite Beer, Cider and Spirits
project, working with GTS Environmental,
brought together retailers, brands, producers,
fillers and bottle manufacturers to encourage
a move to using lighter weight bottles.
Between the winter of 2007 and spring 2008,
more than 60 different lager, ale and cider
products converted to lighter glass bottles.
Lighter beer and cider bottles, in particular
ale bottles, are now becoming commonplace
on supermarket shelves and, through work
carried out in these sectors with WRAP,
efforts are resulting in a major step change in
the beverage industry.
Lager
A number of UK-based, international lager
brand owners, have taken up the challenge of
making significant design changes to their
bottles and under the project achieved
savings of 10,600 tonnes of glass. Some of
the many brands lightweighted include Cobra
Beer, Anheuser Busch’s Bud Ice, SABMiller’s
Miller Genuine Draft and a range of Carlsberg
lagers. More details follow;
Key Facts
■ 5.3 billion litres of beer and 624
million litres of cider were
consumed in the UK in 2007;
■ 300,000 tonnes of beer and cider
bottles end up in the UK waste
stream each year;
■ 31,800 tonnes of lager, ale and
cider glass bottles removed from
the waste stream through WRAP’s
GlassRite project – equivalent to
21,000 tonnes CO2 or taking over
6,800 cars off the road; and
■ 15,000 tonnes of aluminium could
be saved each year across the EU
through can lightweighting –
equivalent to 88,000 tonnes of CO2
or taking 28,000 cars off the road
each year.
Case Study
Lightweighting beer and cider
packaging
Lightweighting beer and cider bottles and cans can deliver environmental and commercial benefits.

2. Lightweighting beer and cider packaging: less is more
Cobra Beer
■ 20% reduction in weight of the 660ml bottle
through working with Ardagh Glass – this
followed lightweighting of the 330ml bottle
in 2005;
■ 700 tonnes of glass and 475 tonnes of CO2
saved each year; and
■ Design values were retained with only minor
changes to bottle height and diameter.
Carlsberg UK
■ Portfolio rationalised – removing the 300ml
lager bottles and only using 275ml;
■ 17% reduction in weight of the 275ml bottle
achieved by working with their packaging
designers and Ardagh Glass;
■ 8,400 tonnes of glass and over 5,700
tonnes of CO2 saved each year; and
■ Improved processing efficiencies achieved
with Carlsberg Export, Carlsberg Special
Brew, Carlsberg Elephant, Holsten Pils,
Holsten Export and Tuborg.
Ale
Under the GlassRite project the ale brands
involved in the project achieved glass savings
of 11,600 tonnes each year. This clearly
illustrates that premium products with a loyal
consumer-base can make significant
material savings through packaging redesign.
Some of the many ales lightweighted include
Hall & Woodhouse, Scottish & Newcastle,
Marston’s Pedigree, and a number of ales
brewed by Wells and Young’s (including
Young’s Bitter), Frederic Robinson Ltd
(a new consortium bottle for Black Sheep
and Broughton Ale among others).
More details follow;
Hall & Woodhouse
■ Following extensive consumer research
they developed a new distinctive lighter
bottle for their premium range of Badger
ales, with improved style and shelf
presence; and
■ 27% lighter bottles manufactured by O-I
saved 1,500 tonnes of glass packaging
waste and 1,100 tonnes of CO2.
“Carlsberg UK is committed to an effective
CSR programme, continuously seeking
operational efficiencies that also benefit the
environment. Working in partnership with
WRAP has enabled us to create packaging,
manufacturing and logistic efficiencies while
continuing to enhance our brand”.
Gareth Roberts, Head of Sponsorship and Media Relations at
Carlsberg UK.
210g 175g
409g 300g
17%
lighter
27%
lighter
“We have a huge number of long
term consumers who are loyal
to our Badger ales and their
input has been extremely helpful
in deciding this new bottle
design. Our new bottle is taller
and slimmer so it looks
contemporary and far more
elegant on the table.”
Rick Payne, Brands Marketing Manager at
Hall & Woodhouse.

3. 460g 365g
Lightweighting beer and cider packaging: less is more
Scottish & Newcastle
■ A number of their ale and cider brands
moved to lighter bottles – including the
redesign of the iconic Newcastle Brown Ale
bottle;
■ 27% lighter 550 ml bottle developed with
glass manufacturers Quinn Glass, saving
over 4,000 tonnes of glass and over 2,800
tonnes of CO2; and
■ Iconic brand identity (look, feel and
embossing) of the original bottle
maintained even though the new bottle is
marginally shorter.
Cider
Cider packaging has many synergies with the
ale sector, so a number of brand owners have
revisited the design of their glass bottles
alongside an assessment of their ale. As a
result, a number of brands have moved to
lighter bottles including Thatcher’s Cider,
Scottish & Newcastle (including Strongbow
and Strongbow Sirrus), Hall & Woodhouse.
More details follow;
Thatchers Cider
■ 21% lighter bottle for range of ciders by
working in partnership with Ardagh Glass –
saving nearly 650 tonnes of glass equating
to over 440 tonnes of CO2; and
■ Brand enhanced by re-designing the bottle
and label to have stronger shelf presence
whilst retaining brand character.
Lighter, yet strong
It is sometimes assumed that lighter weight
bottles will suffer higher rates of failure, as it
could be perceived that they were weaker.
Lightweight bottles are often formed using
the ‘Narrow Neck Press and Blow’ process,
which results in a more even glass
distribution than heavier bottles made using
the ‘Blow and Blow’ technique. This more
than compensates for the weight reduction
and as a result, lightweight bottles are often
stronger than their heavier counterparts.
Lightstrike
A question sometimes raised is ‘if a beer
bottle is made thinner, will the glass let in
more harmful light which could negatively
affect the beer?’. This is commonly referred
to as ‘lightstrike’. Under GlassRite this
question was explored, with some
interesting results.
Findings suggest that there is very little
difference in the lightstrike protection
offered by either flint (clear) or amber
coloured bottles as a result of lightweighting.
Therefore these coloured bottles can be
lightweighted without risk of product
damage. However, amber glass, when
compared to green and flint, still provides
the best protection in lightweighted bottles.
Depending on the degree of wall reduction
and shade, green glass offers 15% to 20%
less protection. If the move to lightweighting
is considered a risk, coatings and other
barriers could be considered to limit
lightstrike; however, the impact of these
should be considered from a recycling
perspective.
The Co-operative,
in response to the
successes of the
project worked with
Freeminer Brewery
to lightweight their
premium bottled ale
range. Vicky Wood,
Category Marketing
Manager for
Beverages at The
Cooperative, says;
"The initiative
follows the
launch of The
Co-operative's
Food Ethical
Policy earlier
this year when
our members
and customers
said that they
felt strongly
about
packaging
reduction,
and this move
proves that it is
possible for
packaging to
be resource-
efficient,
without
compromising
product quality
or consumer
appeal."
“The new, shorter bottle has
stronger shelf presence, as
well as being fridge friendly.
Mindful of minimising packaging
requirements, we have also
reduced the weight of the bottle
and this product is enhanced by
the new labels that retain the
Thatchers Single Variety
character, developed over
the last twelve years and
freshening the brand for 2008.”
Martin Thatcher, MD at Thatchers Cider.
21%
lighter

4. Lightweighting beer and cider packaging: less is more
Where to next for beer and cider bottles?
For many years, the lightweighting of beer
and cider bottles has been happening in line
with progress in production and process
control technology. However, over the last few
years, there has been a major step change in
challenging the status quo as advances in
manufacturing technology allow boundaries to
be explored. Our research indicates that
glass bottles could be lightweighted by at
least a further 10%, through a combination of
incremental improvements in current
technologies and capital intensive changes in
forming technique.
Lighter weight aluminium cans
Currently 68% of beer and cider drunk in the
UK homes is from cans. Working in
partnership with WRAP, Coca-Cola Enterprises
and Beverage Can Makers Europe (BCME)
research demonstrated that current aluminium
beer and cider cans can be lightweighted by
5%. This can be achieved by not only reducing
the gauge of the can body and end, but by
modifying the design of the can package too.
Rollout of lightweighted aluminium beverage
cans has already begun and following these
changes, it is anticipated that the EU can
industry will save almost 15,000 tonnes of
aluminium per annum. Using an average
recycled content of 57% for an aluminium can,
this equates to 88,000 tonnes of CO2 or the
equivalent of taking 28,000 cars off the road
each year. The research also indicates that
further lightweighting of the can pack is
possible in the future.
Consider packaging choices
Each packaging material has its merits and
is best suited to a particular combination of
environmental, brand and consumer needs.
Consider the following:
■ Is the optimum amount of material being
used?
■ Does it offer protection and minimise
product damage?
■ How much recycled content does it
contain and could it contain more?
■ Is the packaging designed for recycling?
■ Does the labelling encourage consumers
to recycle it after use?
Further information on the research
To find out how your company could gain
from the commercial and environmental
benefits already realised by some of the
brands in this case study, visit our website to
see the full reports and support tools or
email us at retail@wrap.org.uk.
You can also sign up to the WRAP
e-newsletter at our website which contains
the latest packaging innovation news.
Waste & Resources
Action Programme
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