AB InBev

AB InBev

Innovative Beer Packaging

Context

InBev, the world’s leading brewer, recognises the importance of innovation in the highly competitive beer market. It asked Innovia to explore innovative beer packages delivering new functionality.

Approach

We explored consumers’ expectations of beer and identified technical approaches for improving performance from first principles. We used analogies drawn from products in other industries, such as medical packaging and automotive, as stimulus to create a range of concepts. We explored technical viability using theoretical and experimental research and then assessed a set of refined concepts against business and consumer criteria to identify the most promising directions.

Impact

Concepts were tested across six countries in 2007, using materials prepared by Innovia. InBev is using these tests to identify which packaging concepts to take to market for each brand and region.