While those that are all about what’s inside the bottle might want to sneer at things like packaging awards being included in beer awards, packaging is only going to become more and more important to sales as our bottleshop shelves become more and more crowded. This will be especially true for brewers seeking to break out of the smaller niches and target the wider parts of the beer market.

It was interesting at Gage Roads’ launch of the Vortex bottle last year that then CEO Nick Hayley spoke of the importance of packaging in lifting sales. He pointed out that, while Gage Roads had won numerous awards for their beers over the years, the awards never resulted in increased beer sales, but changes to packaging often saw immediate sales increases for the same beers. I also noted at the time that, while New Zealands DB Breweries-owned Tui claimed that their use of the vortex bottle would make their beers taste better, Hayler merely spoke about the distinctiveness of the bottle and the importance of importance of capturing consumer attention and standing-out from the retail noise.

It seems that he may have been right, with the WA-based brewer reporting a 25% lift in sales for Wahoo, the beer that launched their use of the bottle. [MK]

Media Release

New packaging leads to 25% increase in Wahoo Premium Ale sales

Western Australia’s Gage Roads Brewing Co. has reported a 25% year-on-year increase in Wahoo Premium Ale sales, since the introduction of O-I’s Vortex™ bottle and changes to the beer’s label and secondary packaging.

In June last year, Gage Roads became the first company in Asia Pacific to launch the new internal embossed Vortex bottle, featuring distinctive grooves on the inside of the bottle’s neck while providing a smooth exterior for easy labelling.

Gage Roads Brewing Co.’s CEO, John Hoedemaker, said the changes to Wahoo Premium Ale’s packaging had a significant impact on sales.

“The introduction of the Vortex™ bottle and colour changes to the brand’s label and secondary packaging had a positive impact on sales,” said Mr Hoedemaker.

“We’re delighted this innovation in glass packaging has led to more consumers experiencing Wahoo and its award winning great taste.”

“The Vortex™ bottle was one of the biggest packaging innovations in 2011 and it’s no surprise that it helped achieve a great sales result for Gage Roads and its Wahoo Premium Ale,” said O-I Oceania ‘s Vice President Sales and Marketing, Jacqueline Moth. The Gage Roads Wahoo Vortex™ bottle was designed in Melbourne and is manufactured at O-I’s Sydney plant. Other internal embossing designs are available to customers wishing to explore this unique branding opportunity.

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GAGE ROADS BREWING CO Company Profile
Gage Roads Brewing Co is a dynamic craft brewery located just out of Fremantle in WA. Using only the finest ingredients, the Gage Roads brewing team is dedicated to producing a range of premium Australian beers. Gage Roads launched their first beer in 2005 and they now brew a range of 6 products including Gage Premium Lager, Gage PILS 3.5, Sleeping Giant IPA, Wahoo Premium Ale and Atomic Pale Ale and. In addition to its proprietary brands, Gage Roads specialises in high quality contract brewing services and is the 10th largest producer in Australia. For more information please visit
www.gageroads.com.au.

O-I Company Profile
Owens-Illinois, Inc. (NYSE: OI) is the world’s largest glass container manufacturer and preferred partner for many of the world’s leading food and beverage brands. With revenues of $7.4 billion in 2011, the company is headquartered in Perrysburg, Ohio, USA, and employs more than 24,000 people at 81 plants in 21 countries. O-I delivers safe, effective and sustainable glass packaging solutions to a growing global marketplace. For more information, visit www.o-i.com.