It's Miller Time In Plastic
Strong consumer and retailer interest drives the nationwide introduction of beer in plastic bottles.
By Chris Bauer
You shimmy up to the bar at your favorite local establishment, and order yourself a beer. "Bottle or draft," the barkeep asks. "Bottle," you reply. "Plastic or glass," he inquires. You look back at him, puzzled, thinking he must have spent too much time behind that bar. Beer doesn't come in plastic bottlesor does it? Well, it does now, thanks to Miller Brewing Company and Continental PET Technologies.
After extensive test marketing efforts, Miller plastic bottlesthe first and only plastic beer bottles available for widespread retail distribution in the United Statescan now be found at watering-holes, sporting events, and concerts across the country. While Miller's plastic bottles surfaced in October 1998 in six major metropolitan areas, growing consumer and retailer demand prompted Miller to rapidly expand distribution to additional markets.
"Plastic bottles represent one of the biggest breakthroughs in the beer world in years and have been met with an overwhelmingly positive response," lauds Bob Mikulay, Miller's senior vice president of marketing. "Once legal drinking age consumers have had a chance to see the Miller plastic bottle, to touch it, to experience that the beer tastes just as good in plastic as in glass, they have been very excited about this new package."
Miller plastic bottles appeal to adult consumers for multiple reasons, Mikulay explains. The primary benefits include: the new plastic bottles keep the beer cold longer than aluminum cans and as long as glass bottles; it is one-seventh the weight of comparably sized glass bottles; it is resealable; it is unbreakable; and it can be recycled with other PET containers.
"The plastic beer bottles have been especially successful where glass bottles aren't as convenient or allowed, such as beaches, pools, patios, and stadiums," Mikulay says. "Plastic bottles offer adult beer drinkers packaging flexibility and convenience that they've enjoyed from other beverages for many years."