Golden Beer Crate underlines brand identity
Warsteiner is one of Germany's largest private breweries. When it came to redesigning its beer crates, the family company, now managed by the ninth generation, placed its trust in the expertise of Schoeller Allibert.
The international specialist in plastic packaging solutions uses In-Mold labels (IML) for its new crates. The embossed labels are not only highly resistant but also have a special visual appeal, which catches the eye and perfectly underlines the premium character of the brand. The first crates will be launched in Westphalia as early as December. Introduction throughout Germany is planned by the end of 2018.
It is familiar to nearly every beer lover: the yellow beer crate with the Warsteiner brand. It has been on the market for almost 15 years. At the end of the year, it will now be replaced by its successor. When it came to designing the new crate, the Warsteiner Brewery turned to Schoeller Allibert. The company has been developing reusable plastic transport containers for more than 60 years and is today one of the leading suppliers in this segment. "Together with those at Warsteiner responsible for the project, we have developed a new model which exactly meets the brewery's marketing expectations," explains Frank Reininghaus, Sales Director Beverage at Schoeller Allibert. Visually, the beer crate has become a true design object. Golden pigments in the plastic and a shiny surface with a horizontal brush structure make it far more than a mere transport solution.
"Our job was to develop a beverage crate which matched the Warsteiner brand image, reflected the current brand values, and achieved greater attention in the beverage market," says Reininghaus. To achieve this, Schoeller Allibert used a special technique that was developed by the company itself – In-Mold Labels (IML). These are labels which are not stuck on as was previously the case, but are bonded to the crate and are therefore particularly robust and offer a multitude of design options. "With the new Warsteiner crate, the brand name is embossed inwards and in doing so reinforces the elegant appearance of the round logo," explains Reininghaus. "The new look is modern, high-quality and immediately catches the eye." Ergonomically formed handles make the crates comfortable to carry. Large openings at the side of the crate enable a clear view of the bottles. "In this way, the customer can tell different types from one another at a glance," says the specialist.
The brewery will be initially introducing the first crates to its traditional market in Westphalia from the end of December; they will then be available in all beverage departments throughout Germany by the end of 2018. Replacing the many crates which are in circulation will be a logistical challenge and requires detailed planning. The conversion will initially be carried out for the popular 24 x 0.33 liter and 20 x 0.5 liter formats for Warsteiner Premium Pilsner and Warsteiner Alcohol-free. After this, all other products in the range will be available in the new crate format.