Greene King has revamped packaging across its beer range, following a decision to lightweight its bottles.

“We wanted to cut the amount of glass we were using as part of our commitment to reduce our environmental impact,” said take-home sales director Neil Jardine. “We thought it was the perfect time to look at making the range more modern and give what is now a very broad portfolio of brands some synergy.”

The new bottles are rounder with a tapered waist and the company has added an embossed rim on the bottom that says Brewing Perfection. They are 80g-90g lighter than the old bottles and will save more than 1,500 tonnes of glass a year – the equivalent of five million bottles, said Jardine.

Meanwhile, Chilean winery Errazuriz announced it was introducing lighter bottles this week. A promotional campaign would coincide with the roll-out, said a spokesman.

Topics