Added Value

Beatson Clark has enabled West Yorkshire-based Vocation Brewery to producing some impressive beers in Vichy bottles thanks to corporation with Leeds-based branding agency Robot Food.

They chose Beatson Clark’s standard 500ml amber Vichy bottle as its aesthetic appeal complemented the brewery’s colourful labels.

“We brew punchy and distinctive beers, and in a crowded market you’ve got to find any way you can to stand out,” explains Vocation Director and Head Brewer John Hickling. “There are lots of pieces to that jigsaw, and an important component is the shape of the bottle. So many breweries use the same shape of bottle for practical reasons, especially if they’re contract bottling which makes it difficult for them to be creative with the bottle design.

Hickling adds: “As we bottle our own beer on site there’s an opportunity for us to be a little bit different. I gave Robot Food a selection of bottles which suited our technical requirements and they chose the bottle which best fitted the brand’s aesthetic.

“The look of our bottled beer is very important and I’m trying to tread a fine line by creating a brand that appeals to a younger market without alienating older drinkers. We’ve only been up and running for three months and sales are already going really well,” he said.

According to Chris Palmer, business development manager at Beatson Clark, the key driver for new business at present is smaller breweries looking to differentiate themselves from the competition.

He explains: “The craft brewing sector is a really strong growth area for us at the moment, and now that our new amber furnace is in full production we have additional capacity to meet the extra demand.

“It can be hard for smaller producers to stand out on the shelf, and the key to that is defining your brand through eye-catching packaging. With our extensive standard range and our in-house creative design team we can supply distinctive bottles that really help beers to get noticed.”

Premium and Personal

The idea of standing out compared to competition is something that resonates with Croxson.

“A recent Euromonitor report states that ones of glass’ biggest opportunities for innovation has been a growing demand from beverage brand owners for premiumisation and personalisation, to secure a high-end position or to convey tradition and create nostalgia. Having a complete range of beer bottles, in sizes from 275ml to 3L, in many shapes and price points, is essential for breweries wanting to increase their sales; glass has a clear advantage here.

“Over the past two years, many customers have created line extensions with a focus on premiumisation. This carries its own challenges in that the volumes are often, by their nature, smaller, and every brewer wants to do something which hasn’t been done before,” he says.

“Often we effectively operate as consultants to our customers as creating something different may not be a particular comfortable place for them, so they need a partner to work with them, who understands what they want to do, and is willing to work alongside them.”

Croxson adds: “We have seen many micro-breweries grow into established players, and many of our established customers have grown exponentially. All are success stories in their own right, and we are proud of our role in helping them achieve that. Each relationship is important to us, and is something that we are passionate about.

“Some of our customers use many millions of bottles, but we are flexible enough to cater for all needs. Shepherd Neame approached Croxsons to supply growlers to serve Samuel Adams Boston Lager in Steam and Rye, the American-inspired restaurant and bar that opened late last year in London. The growlers, which hold around five pints of the US premium craft beer, are dual-branded with Samuel Adams on one side and Steam and Rye on the other. They are the only Samuel Adams-branded growlers in the UK.

“The Samuel Adams brand wanted to do something different with the presentation of Samuel Adams Boston Lager in Steam and Rye, and the growlers have worked really well. In fitting with the venue, the growlers successfully reflect its American heritage and create a real ‘wow’ factor when they’re carried through the restaurant to table, as well as being great branding for Samuel Adams.”