Explosive growth in
PET volumes
World of Heineken 37 Winter 2007/2008
Central and Eastern Europe (CEE) is Heineken's largest region by
volume and includes many fast-growing markets for the company.
A large part of this growth can be attributed to beer sold in plastic
PET (polyethylene terephthalate) bottles, which account for almost
a quarter of the volumes sold across the region and more than 40
per cent of the beer market in the countries where they are sold.
Last year, more than 11 million
hectolitres were sold in PET bottles in
the region, 8.5 million in Russia alone.
This represents massive growth
potential for the business.
"PET bottles are currently being
sold in Russia, Macedonia, Croatia,
Romania and Bulgaria, in 1-litre,
2-litre and 2.5-litre formats," says
Patrick Weerd at Group Purchasing.
"Growth in PET bottles across CEE
is phenomenal, with volumes in the
region doubling over the past two
years."
In developing markets, beer is
perceived as a luxury item. The low-
cost of beer in PET bottles therefore
makes it a popular product in these
countries.
Despite this positive performance,
PET bottles have often been
criticised, with many arguing that
plastic is not able to properly
maintain the shelf life of beer.
"While PET bottles do have a shorter
shelf life than glass bottles, there
is absolutely no justification in
doubting the quality of the product,"
says Allard de Groot, Technological
Consultant, Research Innovation.
"In CEE, shelf life can be set at 45
days for many brands due to the
fast supply chain; in this period the
beer remains within the quality
requirements of the breweries.
For some brands, a longer shelf
life of three months is required.
This is achieved by adding oxygen
scavenger material in the PET which
prevents oxygen entering the bottle."
The business advantages to PET are
clear. Bottles bigger than 1-litre are
cheaper to manufacture and are not
as heavy as glass bottles, making
them easier to transport. When
it comes to high-volume markets
such as Russia, the savings and cost
advantages are tremendous, says De
Groot.
patrick.weerd@heineken.com
allard.de.groot@heineken.com
Brands sold on PET bottles include Ciuc, Karlovacko and Ochota.
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