Choosing a packaging format can be one of the most important decisions a beverage-maker will make, notes Ron Skotleski, director of marketing at Crown Beverage Packaging North America, a division of Crown Holdings Inc., Philadelphia. “It is the consumer’s first interaction with a product and, as a result, it creates the initial perception of the brand,” he says. “Functionality, ease of use, sustainability, product protection, pack-out, fill rate and the packaging’s effectiveness are just a few of the areas a beverage brand should consider when selecting a format.”
Fortunately for beverage-makers, a variety of packaging materials, including aluminum, glass and plastic, offer different versions of these benefits. Beverage-makers just have to decide what option makes the most sense for their product and brand identity.