Marketing

The lack of white bottles pushes Super Bock to innovate

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The lack of glass has already reached large groups. Let Super Bock say that for the past few weeks it has been selling its ciders in dark bottles instead of the traditional white ones. And it is with a certain dose of humor that it communicates this change to its consumers. The amber bottles not only carry the information that it is a new temporary bottle, but also add on the bottleneck label: “We changed the skin without touching the apple”. A change necessary to meet the growth in demand for Somersby, whose sales are 50% higher than the same period in 2019, that is to say before the pandemic.

“Globally, and also in the Iberian Peninsula, there are certain constraints in the production of white glass and, given the expected growth in demand for Somersby, we have proactively decided on a temporary change. […] so that we do not run the supply risk. We live in complex times that require a great deal of proactivity and flexibility in order to be able to anticipate constraints, mitigate them and above all respond to demand,” explains the executive chairman of Super Bock.

Rui Lopes Ferreira says the “new bottle” hit the market “a few weeks ago” and hasn’t sparked any complaints. The concern to inform the consumer has led, in addition to the insertion of information on the labeling of the temporary measure, to the provision of information in Q&A format [perguntas e respostas] on the brand’s website.

On the site, we learn that the reason for the change is due to constraints in the production of glass, “with a greater impact on white glass”, which has no impact on the drink or on the process of glass recycling. We are also informed that the two bottles, the amber and the transparent, will coexist on sale and that “this temporary change will only be made in Portugal, but may be extended to other markets”. For how long, no one knows. “But this is not a Portuguese subject, we have already asked Carlsberg [o grupo dinamarquês que é acionista da Super Bock] and they tell us that they feel the scarcity of white glass in the world,” says Rui Lopes Ferreira.

The brewer’s CEO admits ciders are a “relevant category” for the company. “This is a category that has been very much built by us and in which we are leaders, with a market share of around 75%”, he underlines. And that this year grows by 50% compared to 2019. “It is significant and it would be a shame if, due to bottle supply difficulties, there was a disruption in the supply of the market”, adds- he.

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