Current observations at assorted retailers and discussions with numerous beverage producers resulted in a broad scope of interpretations, including some concerns, which prompted a review of the beverage package value issue. In many instances, primarily from the producer’s manufacturing view, it was indicated that the issue of “adding value” was taken for granted with a somewhat subtle acquisition of value occurring as the package was being produced.
The reactions were pretty similar regardless of what beverage category was involved: a beverage package was being produced, manufacturing costs were incurred, and when finished, was shipped out for sale. From retailers’ observations, the primary view was basically executing promotions and special packaging rather than adding any value per se.