Study asks U.S. and European consumers for package preferences

Results from a beverage package survey fielded by design firm Dragon Rouge LLC (www.dragonrouge-usa.com) reveal that consumers in both the U.S. and Europe prefer glass bottles for spirits and beer and plastic bottles for (still) water, and are evenly divided between aluminum cans, plastic bottles and glass bottles for soda. Highlights indicate that 98 percent of the U.S. consumers participating prefer glass for liquor, 96 percent prefer glass for beer, 89 percent prefer plastic containers for water, and 42 percent favor plastic for soda. Also for soda, 36 percent prefer aluminum, and 22 percent prefer glass.

Little difference was cited by age or sex, and the results were largely consistent between Americans and Europeans, with few exceptions. Soda is consumed in plastic bottles more in the U.S. and glass more in Europe, the study indicates, while soda is consumed about equally in aluminum among those polled. And, while they're not keen on consuming beer in plastic bottles in either locale, nearly half of the U.S. respondents have done so, while only about one in 10 Europeans have.

While 46 percent of the respondents say they have consumed beer in a plastic bottle (mostly at sporting events), 86 percent say that consuming beer in plastic is less desirable than in glass. Of these respondents, a full 40 percent believe that beer tastes better in glass bottles, while 37 percent perceive that it isn't as cold. Of those who say that plastic is better (10 percent), the main reasons cited are its shatterproof and lightweight qualities.

Says Dragon Rouge USA president Jonathan Asher, “Despite attempts to market spirits and beer in plastic bottles, it has yet to catch on.”

To complete the study, Dragon Rouge surveyed 100 consumers in the U.S. and Europe. The survey was conducted electronically during the month of May 2006. The graph pictured describes the overall findings. The full report is available at www.dragonrouge-usa.com or by calling 212/367-8800.