Redesigned bottle for Peace Tree Brewing delivers unique shape with production and consumer benefits while standing out in the highly competitive craft beer market.
Peace Tree Brewing Co., founded in 2009 in a former Nash Rambler car dealership on Main Street in Knoxville, IA, is a craft brewery dedicated to brewing handcrafted, full-flavored beers. The product line of four flagship craft brews, as well as several seasonal and specialty beers have all proven successful.
Peace Tree came to Berlin Packaging wanting to modify its existing bottle to achieve a true 12-ounce fill on the production line (instead of 350 mL) and to change the neck finish to allow for easier opening. Importantly, Peace Tree also desired packaging that would help its product stand out in the highly-competitive craft-beer market. It also wanted a supplier that would ensure greater supply-chain efficiencies like just-in-time delivery of packaging, thereby allowing it to improve product availability.
Berlin responded with a custom 12-oz amber glass beer bottle designed by its Studio One Eleven innovation team. Launched in November 2016, the bottle solved the fill volume and neck-finish objectives while also reinforcing brand recognition and strength with its unique shape and distinctive embossments—all while working perfectly on the existing filling line equipment.
The new bottle launched in November 2016.
Jacob Pfitzenmaier, packaging consultant, Berlin Packaging, responds to Packaging Digest’s questions.
What more can be said about the bottle’s “unique shape and embellishments?”
Pfitzenmaier: The bottle departs from the traditional long-neck look to a distinctly stouter, thick-shouldered shape that is strong and substantial. The shorter neck and thicker body is an ergonomically superior set-up for easy pry-off opening; it’s easier to grab and pry off the 26mm Crown Finish top with one easy gesture.
The application of our distinct custom embossment elements to the neck finish was key to easier opening and grip. It also allowed for reinforced brand recognition.
What was the biggest challenge?
Pfitzenmaier: The biggest challenge was departing from the outgoing Canadian bottle, which was suited for a 350mL/11.835-oz fill, which meant it only had a brim-full capacity of 359mL/12.1-oz. The new bottle, which is a custom 12-oz amber glass shape, has a brim-full capacity of 386mL/13 oz. It is able to hold the correct 12-oz fill with ample headspace, while staying very close to the original diameter and height dimensions in order to allow for a seamless transition operationally on the production line. It fully solve the increased capacity challenge.
In addition, the outgoing bottle also had a transfer bead in the neck, which interfered with many church key openers, and actually resulted in broken necks during opening. Not the customer experience you want! The new standard neck shifts this bead down with a sloping angle, so as to alleviate the problem.
What’s been the bottle’s market reception?
Pfitzenmaier: The success is a bit too early to gauge, but the initial reaction to the new bottle has been very positive, and Peace Tree is enjoying increased production and stocking efficiencies.
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