"West wind" blowing
As the CEO of Sidel Group, the world's leading supplier of liquid food packaging equipment, Matt was very impressed with the long cycle of beer packaging innovation. â€œIn the past 50 years, glass bottles and metal cans have been the main forms of beer packaging.â€ In Europe, Sidel PET packaging has been widely used in the Belgian old-brand brewer Martens and the German brewers Frankfurter Brauhaus.
According to internal information from the Sidel Group, 65% of global beer consumption in 2007 was in glass bottles, 31% in metal cans, and only 3% in PET plastic packaging.
A small breakthrough was opened, and the edges may gradually expand outward.
In May 2008, the Grolsch company of the SABMiller Group launched a 2 liter PET-packed beer in the Netherlands. Sidel is the only partner of Grolsch responsible for the entire production line. Prior to this, PET packaging has not been particularly successful in the Dutch beer market. It is said that the market response of new packaging products exceeds beer manufacturers' expectations.
In June 2008, at the headquarters of the Heineken Slovakian company, the new PET production line for the production of 1.5-liter large packages was officially started. Six months ago, the company's large-capacity PET-packed beer accounted for 2% of the Slovak beer market; after half a year later, in May 2008, the index had risen to 5%.
SABMiller Group, which did not plan to introduce PET packaging, also installed two Sidel PET packaging beer production and blowing and sealing integrated production lines in two brewing plants in Hungary and Romania in the summer of 2008.
This style of PET packaging originating from overseas also stigmatizes the Chinese beer industry.
In mid-October 2008, Taiwanâ€™s Far East Group invested in the China Beer Company, which produced the â€œMax Beerâ€ in the inner city. Xiong Jinsong, a business engineer at China Beer Corporation, introduced that Sidel is the general contractor of Sino Beer and provides packaging services. According to the newspaper's understanding, Sino-Bergas has purchased 1-2 million bucks for Sidel's blowing equipment, coating equipment and beer canning equipment.
Zhongbi Beer selected the first city to be listed in Shanghai. From October 18th onwards, in the large supermarkets such as RT-Mart and Carrefour in Shanghai, the â€œBeers Beerâ€ of China Beer Beer was placed on shelves. According to the plan of Zhongbi Beer Company, Max Beer will cover the shelves of all regional supermarkets in Shanghai and will also be sold in bars and restaurants. Eastward resistance
According to the newspaperâ€™s understanding, the sales of McKinseyâ€™s beer were not very good during the week. Consumers think beer prices are relatively high and there is a process of acceptance.
As a matter of fact, the Beer Beer Companyâ€™s McDonald Beer is not the first PET packaging beer product on the Chinese beer market.
Zhuhai Zhongfu Industry Co., Ltd., a major professional manufacturer of PET bottles in China (â€œZhuhai Zhongfuâ€), signed contracts with Lanbei Beer Co., Ltd., a subsidiary of Lanzhou Beer in 2005, to produce PET beer in a row and blow bottles from Zhuhai Zhongfu. The PET bottles produced by the machine are sent directly to the blue shell beer filling line for the filling via the conveyor line.
In addition, the current domestic beer market, Jiahe Beer Group's Jiahe Beer and other smaller beer brands use PET packaging. However, mainstream beer brands such as China Resources Snowflake and Qingdao currently have no PET packaging products in China.
The beer of Mak Beer, which was launched by China Beer, was considered by the Chinese beer peers as another "test" for PET packaging. "Everyone is watching and watching the market reaction," said Xiong Jinsong, a beer business engineer.
The biggest difficulty in promotion is cost. According to industry sources, PET beer filling bottles cost a lot, one bottle is 0.7-0.8 yuan, while glass bottle costs are 0.6-0.7 yuan/pc, but glass beer bottles can be recycled and washed 3-5 times, costing them Drop to about 0.2 yuan/only. "Although PET beer filling bottles are very environmentally friendly, and a large number of sewage discharges are reduced, many domestic beer companies cannot put environmental protection in the first place," the source said.
China Resources Brewery (China) Co., Ltd. ("China Resources Snow") insiders believe that, in the long run, PET packaging can reduce the cost of glass bottle packaging storage and transportation, often beer manufacturers need to take up a lot of liquidity to recycle glass bottles. However, prior to PET packaging being scaled, the cost of replacing the new packaging line would be large, and the cost of a single package would increase.
Whether PET packaging with a shorter shelf life is suitable for Chinese consumers' drinking habits is also of concern to domestic brewers. The shelf life of glass beer is basically 12 months, but the shelf life of PET packaging may be only 100 days or 180 days.
In the case where PET packaging has not yet been used on a large scale and the cost is difficult to reduce significantly, the use of PET packaging may conflict with the current domestic brewers' insistence on product structures dominated by low-end products. China Resources Snow said the above person: "Compulsory competition is fierce. At present, about 70% of the domestic beer market is low-end beer. The market share of low-end beer in developed regions is about 50%."
Breaking ice begins
However, Sidel calculates another account for the brewers.
Compared with glass bottles, PET bottles are 1/15th the weight of glass bottles. Bottle weight reduction reduces the cost of raw materials, and raw material costs account for 70%-85% of the total packaging cost.
In addition, PET bottles reduce energy consumption because of weight loss. In addition to the production process, energy consumption in storage and distribution is also significantly reduced. Sidelâ€™s managing partner in China, Far East Group Managing Director Liao Ruifen, made an accounting statement. She said that the carbon dioxide emitted from transporting one PET bottle is 58% less than the carbon dioxide produced from transporting one glass bottle.
Moreover, PET packaging saves transportation and storage costs, and also reduces labor costs compared to beer and metal cans. PET packaging is flexible in shape and is more suitable for large-capacity products. In terms of recycling, PET bottles processed with Sidel's latest coating technology can be recycled 100% through conventional recycling channels.
As an important representative of the global emerging beer market, Sidel will not miss the opportunity to preach PET packaging in the Chinese market. According to data provided by Sidel, the growth rate of the global beer market reached 5% between 2006 and 2007, and China is one of the fastest growing regions in the global beer market.
Of course, Sidel has its own expectations for Chinese domestic beer manufacturers to accept the PET packaging process. "Sidr has already had contact with major Chinese brewers in the Chinese market. The market demand determines when Sidel will cut in and how much to cut in." said Chen Zhijun, executive vice president of Greater China at Sidel, the launch of PET beer packaging is An effective complement to beer packaging, instead of replacing the role of glass bottles in the market, Sidel's target group is mainly for the PET generation that has grown up to drink beverages.
As Sidel revealed, some of China's major brewers are already doing market research on PET packaging. According to the newspaper's understanding, Tsingtao Brewery has commissioned Brewery to use the production line of its Suzhou plant to brew beer and fill it with PET packaging. Tsingtao Beer then took a test on the sales channel to see how the market responded by giving away targeted customers. The PET bottling of Tsingtao beer is then evaluated. At present, the cooperation between China Beer and Tsingtao Beer is still in the internal cooperation stage.
If the test results are good, Tsingtao Brewery will build a PET beer bottling and bottling line and the Brewery will provide guidance on its construction and production lines. After the production line is completed, Zhongbi Beer will provide Tsingtao Beer with raw materials for PET beer filling bottles. Tsingtao estimates that Tsingtao beer filled with PET beer will be sold for 3-4 yuan per bottle, and the top beer will be poured first.
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