But the sector is not resting on its laurels and as the twin imperatives of brand-building and sustainability grow ever more intense, the drinks industry is developing rapidly. As Jill Ardagh, director general of the British Soft Drinks Association, says in an exclusive interview, there has never been as much innovation in the drinks business as there is now.
Packaging, of course, plays a major role in responding to both these drivers. In terms of branding, we report on how a new bottle shape was a key element in children’s fruit drink Sunny D’s recent relaunch, while a growing number of drinks manufacturers are exploring new pack formats such as pouches to give their products stand-out. Closures are also in the spotlight, not least in the wine sector where a battle for supremacy between corks and screw caps is raging.
On the environmental front, projects such as Wrap’s lightweighting initiative GlassRite, the adoption of FSC accreditation by carton makers and moves in the dairy sector to include recycled HDPE in plastic milk bottles prove that whatever the material, the sector is pushing hard to reduce its environmental impact.
And despite the recession, major investments are afoot, too; not least the new £40m beverage can factory in Scunthorpe that has been built by Polish group Can-Pack.
Much of the economy may be grinding to a halt. But the drinks industry is providing some of the most exciting developments in the business. There is plenty for other sectors to learn from its innovative approach to packaging.
Josh Brooks is editor of Packaging News
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