From a brand perspective, 2020 was a trying year for Corona (for obvious reasons), but the ever-popular beer proved to not only survive but thrive during the pandemic. Not only are sales up overall, but the company continues to launch new drinks and it is also trying out new, more sustainable packaging.
The brand’s latest development is a more circular form of fiber-based packaging for its six-packs of bottles. This new six-back holder contains barley straw mixed with 100 percent recycled wood fibers. As with many ales, barley is an important ingredient in the brews made by Corona; now some of that straw that farmers often discard after harvesting barley will be put to another use.
According to AB InBev, the parent company of the Corona brand, churning barley straw into cardboard fiber is a process the requires up to 90 percent less water than using virgin wood – and also requires far less energy and chemicals. And when it comes to land use, far less acreage is also needed.
The new packaging builds upon Corona’s previous ventures to eliminate wasteful and even harmful packaging, such as the six-pack rings for aluminum cans made from waste byproducts including that of barley.
But Corona serves up far more beer out of its iconic glass bottles then cans, so these new six-pack holders could have a larger impact in the long run. AB InBev said in a public statement that it would consider rolling out the barley-based packaging across more of its brands.
It could be a while before you see this packaging in North America – especially as Constellation Brands owns the rights to Corona here in the U.S. For now, AB InBev is piloting the new packaging in Colombia, and will then introduce it in Argentina later this year. For anyone asking why it could take so long, keep in mind that AB InBev said this new packaging option was three years in the making.
Image credit: Corona/Business Wire
March 26, 2021 at 02:11PM
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For Corona, Barley Is For More Than Beer - Triple Pundit
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