Innovative bottle for new beer

Owens-Illinois (O-I) has helped Carlton United Brewers (CUB) introduce an innovative bottle for its new Victoria Pale Lager.

Manufactured by O-I at its Sydney plant, the Victoria Pale Lager bottle is claimed as Australia’s only beer bottle with a fully embossed label panel.

The classic green stubby bottle’s design was developed by CUB’s brand design agency Cowan, drawing on the masculine shape of the traditional Victoria Bitter stubby. The design was developed for manufacturing by O-I to align with Victoria Bitter’s existing secondary packaging and filling lines.

“We’ve achieved a contemporary, premium-looking bottle well suited to the new lager without needing to make any changes to existing production and filling lines,” said Peter Sexton-Bruce, Business Manager, Beer, O-I Australia.

Using its local, regional and global expertise with additional market research insights, O-I presented CUB with a range of packaging solutions for the lager designed to appeal to its target demographic.

“We produced six fully embossed glass models and presented them to CUB’s marketing team to highlight the bottle’s true impact.”

Craig MacLean, Group Marketing Manager - VB, said the Victoria Pale Lager’s package design was critical in creating interest from existing and new VB customers.

“O-I’s expertise in glass manufacturing helped us turn a great-looking concept into a reality that will appeal to a new generation of VB drinkers,” said MacLean.

“We’ve been working with O-I on a range of new packaging innovations and this bottle is a true reflection on the range of services, beyond glass manufacturing, that O-I can offer its customers.”

The bottle also features a small neck label which has been added to provide additional information on the beer, complementing the overall design.

Victoria Pale Lager is brewed using 100% pale malt, a variety known for producing fine lagers, combined with fresh green hop characters and subtle aromas, to deliver a quality flavour.