Broken Bones Beer Bottles

I think this is merely a graphic design product and not a commercial product that you can buy. I came across it by accident at Street Anatomy, a blog featuring anything to do with skeletons. A quick search reveals it’s mentioned exclusively on graphic design-oriented blogs and websites, so it was most likely not done for a client. It was created by designer Dustin Joyce, who works for a Minneapolis, Minnesota ad agency.

I must confess, as others pointed out, that while it’s very well executed, the results are not all that appetizing. The bones appear to be almost floating in the beer, which I don’t think is the imagery you want. It doesn’t make people want to actually drink a beer that’s had bones floating in it, or at least plants the idea of that occurring. But it is an impressive design.


Heineken Redesigns Bottles, Reduces Number Of Sizes

Heineken announced at the beginning of December that next year they’ll be launching redesigned bottles and cans along with a big reduction in the number of sizes they’ll be selling worldwide. The packaging redesign is cosmetic, but the package size reduction is more worrying.

According to the press release, “[t]he restyling aims to streamline the visual identity and make the brand even more consistent and recognizable in all 170 markets worldwide where Heineken can be enjoyed. The new bottle will come in five different volume sizes and will be available in Western Europe at the beginning of 2011 and across the rest of the world by 2012.”

While I realize that packaging, brand identity, etc. are very important, I still can’t help but laugh at some of the language and the way in which the new packaging design is framed. For example, check out this description:

The new bottle, replacing the XLN (extra long neck) and Heineken shortneck packaging, is introduced in two versions: embossed and standard. The new design features a unique curved embossment on the neck and back, which not only looks good, but also adds a pleasing to-the-touch feel, whilst a distinctive embossed mark acts as a stamp of quality and authenticity. Additionally, the new shape makes it look proud while enhancing the premium positioning of the bottle.

Yes, nothing says quality like a “pleasing to-the-touch feel” except perhaps the actual taste of the beer. How “proud” the new bottle looks. Huh? The “embossments,” made by using “strategically placed indents and tactile ink” somehow add “to the overall drinking experience.” Hilarious. Nothing makes me enjoy my beer more than having little raised spots on my bottle to hold on to. Of course, I always pour my beer into a glass, but I’m weird that way. No worries, a newly redesigned glass “features an embossed curve on the side, adding a pleasant feeling when held.” So they got us glass-drinkers covered, too. Whew.

But all this attention paid to their “revolutionary tactile ink” just cracks me up, and is indicative of why the big brewers are stagnating. They continue to focus on marketing and ignore what’s really important: how their beer tastes. Undoubtedly, marketing is going to keep them huge for a long time to come, but slowly it is having an effect. So this “revolutionary ink, created by a series of small raised dots on the surface of the can, gives the consumer a better feeling in the hand, enhanced grip and allows the brand to appear more refreshing and recognizable.” Nothing like an “enhanced grip” to make the beer “appear more refreshing.” I’m certainly interested in how that process works. How exactly does my grip on the beer bottle give the beer inside “the power to restore freshness, vitality, energy, etc.,” which is the definition of refreshing. That’s some pretty impressive osmosis.

The new “magic” embossed Heineken bottle.

But snarkiness aside, the real news is that Heineken will be reducing the number of package sizes they offer worldwide “from fifteen to five bottles sizes.” I understand any company’s reasons for reducing the number of items they sell, to a point at least. As they concede, it’s being done to achieve “greater efficiencies in the supply chain.” And it may not mean anything, but then again I can see at least one possible scenario that could play out. If Heineken cuts two-thirds of its package sizes, it’s not too hard to imagine the other international beer companies doing likewise. With the vast majority of glass manufacturer sales going to just a few companies, most likely they’d simply discontinue making the package sizes that Heineken and the others abandon. That would make those other ten bottles sizes unavailable for smaller breweries, too, or at least prohibitively expensive. Maybe that’s a stretch, but at a minimum I think it at least bears watching.

The changes will start early next year, first in Western Europe, and then the rest of the world over the balance of the year.

The new can with “tactile ink.”

The Future Of Good Beer Is Cans?

Gizmodo has an interesting article on Friday speculating that Canned Beer Is The Future of Good Beer. Like most Gizmodo articles, it’s in-your-face opinionated (especially in the comments, where it turns decidedly loopy) but makes most of the points we all know about that are advantages for canned beer.

I don’t believe cans will ever replace bottles entirely, but cans should command a greater market share as the craft segment of the industry continues to grow. Cans will continue to be place-driven and occasion-driven, at least in large part. But we don’t always spend our time camping, swimming or on the golf course so the real trick in marketing cans is to convince everyone that they’re ideal for the home, too, which is in fact often the case. But I continue to believe that as we also try to raise the perception of beer as a sophisticated beverage worthy of white-table fine dining, that bottles will continue to be seen as the superior package at least from that perspective. In the same way we all know that screw-top wine can be every bit as good as wine sealed with a cork, the perception remains tilted toward corks as an indicator of quality. I should hasten to add that I love craft beer in cans and support the idea whenever I can, I just don’t think it will ever be an all one package world, nor do I think it ever should be. Both packages are good from different points of view, and so I think most likely both will also remain viable for years to come.


Yuengling Phasing Out Returnables

I wrote about this last week, where the focus was on the Straub Brewery, in The Extinction Of Returnable Beer Bottles, but they did mention the decision by Yuengling to discontinue offering returnable bottles. Today my old hometown newspaper growing up, the Reading Eagle, picked up the story but centered instead on Yuengling. In Returnable Bottles Leave Beer Drinkers Cold, Dick Yuengling explains the reasons for discontinuing returnables.

Yuengling said returnable bottles still make great sense ecologically. He said that at one point 60 percent of his business was in returnable bottles.

“Now, if you showed a 16-ounce returnable bottle to a 22-year-old, he wouldn’t know what the heck it was,” Yuengling joked. “I like the idea. I installed a bottle washer at our new (Pottsville) location. I was going to try to revive the returnables but the customer just doesn’t want them anymore.”

According to the Beer Institute, in 1981 about 12% of beer sold was in returnable bottles. Today it’s just under 0.3% … and dropping fast. As I opined last week, even though I understand the rationale for this, I still can’t help but lament it. It just feels like a lost opportunity in our current obsession with being green. I did a lengthy feature article for All About Beer magazine a few years ago about brewery’s green practices, and I was astounded by how much most breweries, both big and small, were doing.

It seems like going back to returnables, while undoubtedly difficult and expensive, would be a great way to keep local beer local and show the craft beer industry’s leadership in recycling and being ecological. It may be nearly impossible to ramp up by any national company, but the smaller the brewery, the more manageable it could be, giving an advantage to local brewers. Oh, well, I know it’s not going to happen, but I can still dream.

The Extinction Of Returnable Beer Bottles

You know you’re old and curmudgeonly when you remember fondly returnable beer and soda bottles. They had a heft to them, felt heavier in your hand or carrying them to the car. That’s because they were made to last, to be used over and over again. I hadn’t really thought about it until this morning, but that was real recycling, well before the term had even been coined. But it was just practical to make things that could be re-used. It’s almost a cruel joke that as a society we’re so obsessed lately with recycling when without realizing it we were doing far more of it years ago before almost all packaging, including bottles and cans, became throwaways. If we really cared more about the environment and the world than our own selfish “convenience” then it would be easy to just return to … well, returnables.

Unfortunately, I’d say it would be almost impossible to change our collective habits at this point (yes, I’m a pessimist as well as a curmudgeon) despite the fact that many places around the world never stopped using returnable bottles. Germany is a prime example of this. All the beer bottles sold there are returnables and every brewery has huge stacks of cartons filled with bottles waiting to be cleaned and reused. Obviously, their economy hasn’t suffered and people haven’t decided to stop drinking beer because they might have to return the bottles rather than just throw them away. But I just can’t see that happening here where everything is about being fast and convenient, where it’s all about “instant” gratification. Lest you accuse me of being too self-righteous, I include myself among the lazy multitudes.

I bring this up because the Lehigh Valley [Pennsylvania] Morning Call has an interesting article about their local beer, Straub Brewery, and how Returnable beer bottles to become extinct if Straub doesn’t get back some cases. It’s not surprising that Straub is one of only two breweries who are still using returnable beer bottles — the other being Yuengling — and that both are in Pennsylvania, since the Commonwealth is the lone remaining (as far as I know) case state, meaning almost all beer is sold by the case at what are called “beer distributors.” This may have made sense in 1933, but it’s become an increasingly antiquated system as the years have rolled on.

From the article:

Straub Brewery, a 138-year-old family-owned business about 100 miles northeast of Pittsburgh, is begging customers mostly in Pennsylvania but also some in Ohio, New York and Virginia to return thousands of empty cases.

Without them, Straub says it will do as nearly every brewer has done over the years — eliminate returnable bottles from its inventory. Only one other major brewer and the nation’s oldest , D.G. Yuengling & Sons of Pottsville, still sells beer in returnable bottles. But it plans to phase out the practice by fall.

All major brewers, including Anheuser-Busch, Miller and Coors, gave up on returnable bottles years ago because their costs multiplied with national distribution. About 12 percent of all U.S. beer was sold in returnable bottles in 1981, but since 2007 the percentage has been negligible, according to the Beer Institute in Washington, D.C. In Pennsylvania, more than a quarter of all beer was sold in returnable bottles in 1981, but that was when state liquor control laws required most beers to be sold by the case through distributors which readily accepted the returns.

So hopefully their customers will heed the call and start returning their bottles so they can be used again. I know it’s a forgone conclusion that returnable bottles will die out at some point, but the nostalgic, romantic in me (a.k.a. old man) still thinks that the returnable is an idea that should be revisited, especially with the recent increased focus on being green. It would be hard to argue that reusing bottles and packaging wouldn’t ultimately be better for the environment than our current recycling efforts. But I think Dick Yuengling summed up the situation best.

“The consumer’s been indoctrinated; we’re a throwaway society,” Yuengling said. “Everybody’s environmentally conscious, but if you put a case of returnable bottles in front of them, they say, ‘What’s that?'”


Tiger, Tiger, Burning Bottles

Alright, not exactly fearful symmetry, but Asia Pacific Breweries, who owns the Tiger Beer brand, is sprucing up its bottles. They’ve hired two artists, Korean-American Rostarr (Romon Yang) and Singapore-based Tomas Goh, to create limited edition bottle designs. They each did one design apiece and collaborated on the third.


About the designs, known individually as Graphysics, Rise and Energy from the press release:

Internationally acclaimed Korean-American Rostarr´s design Graphysics is based on his signature cutting-edge graphics that fuses digital design and free painting. His design is a marriage of Graphics and Physics, creating a dynamic visual iconography.

Singapore-based Tomaz Goh´s design, Rise, on the other hand, reflects his thoughts on the state of the environment today. With the opinion that our world is fast deteriorating, the versatile Goh chose to use his design to urge mankind to “rise” against the threats of global deterioration of our environment and increase our recycling efforts.

The Energy design is inspired by the collective efforts of Asian artists such as Rostarr and Tomaz that are making an impact in the design world today.

Graphysics, Rise and Energy are exclusively designed to represent the spirit and philosophy of Tiger Beer — a brand with bold character and identity!

While I know it’s all about the beer inside, I still do enjoy the art of packaging and labels. And people do shop the labels and are swayed to make a purchase based on the packaging, so like it or not, it is an important component in a beer’s success.

Sucked Into The Vortex

This came out a month ago but somehow it escaped my notice then. MillerCoors unveiled their latest gimmick to sell more beer to wholesalers meeting in Las Vegas. According to Brand Week, it’s called the Miller Vortex and described as “a bottle with specially designed interior grooves that ‘create a vortex as you’re pouring the beer,’ according to a rep, who explained that the brand’s goal is to ‘create buzz and excitement and give consumers another reason to choose Miller.’ The Vortex bottle, which begins hitting shelves this month, will be supported by advertising from DraftFCB.”


As Peter Rowe succinctly put it in the San Diego Union-Tribune:

Miller’s Vortex bottle is, at first glance, stupid. The neck swirls your beverage as it’s poured. This, if we remember our Beer Chem 101, stirs up the aromas and unleashes a larger head.

All of which can be done by, what, pouring beer from an un-Vortexed bottle and giving your pint glass a twirl?

Exactly. This is one of those things nobody needed being touted as the savior of mankind. You can see how it works in the short video below.

In related news, I also saw a television commercial yesterday for Miller Lite‘s aluminum pint bottle, which they debuted to several test markets in 2008. I guess it must have gone well.


And now yesterday, I saw a press release that Miller is bringing out “improved” packaging for their Miller High Life. Perhaps most humorously, the release is titled Common Sense Gets A New Look. The release begins with this gem. “Miller High Life, the brand synonymous with common sense, is bringing a new look to store shelves this month with the debut of new primary and secondary packaging across all bottle and can offerings.” Synonymous with common sense? What does that even mean? Marketing Daily has the story, too. Below is the new 12-pack.


And here it is side-by-side with the old package. Wow the difference is so amazing, the beer’s just going to fly out of the store.

So that’s three cosmetic changes all geared to sell more beer, which is not bad in and of itself: a new gimmick bottle, an aluminum bottle and new packaging all designed to turn around slowing sales. And this is why I think the big guys will continue to slip. They never once considered it was what was inside the bottle that might be the problem. Sure, packaging needs to be updated from time to time, but gimmicks are never a good idea, at least to my way of thinking. Maybe they’ll get an initial trial sales bump from the curious, but I can’t see that it will last. The vortex is completely ridiculous, even embarrassing. The aluminum bottle doesn’t seem any better than the can, but is more expensive to produce. New packaging will, of course, become old packaging in time.

The real reason that sales are falling is that people are turning to other products, notably craft beer. But Miller still sells an awful lot of low-calorie light beer — I don’t understand for the life of my why anyone buys light beer — and so there’s really no impetus to change it or abandon it. As a result, they’ll keep throwing whatever they can think of against the wall to see what might stick and thus drive sales. And apparently, anything they can think of is a very broad range indeed. Given what they’ve tried in the past and what they’re currently trying, I’d love to know what some of the ideas that didn’t get out of the meetings might be. That should be a pretty funny list.

Rethinking The Can

John Heylin, who runs the Nor Cal Beer Guide, has an interesting article he posted today about the untold costs of aluminum cans, entitled Why Craft Breweries Should Stop Using Cans. In it, his main argument is that while cans have benefits once they’re made, that the process of creating aluminum cans have significant costs to the environment from the mining and processing of them. I hadn’t ever thought about it from that angle, and it’s certainly worth looking into further. He concludes with this.

The bottom line is this: aluminum is in no way environmentally friendly. Sure, after it is ripped from the Earth, smelted, shipped, refined, and made into a product it is easily recyclable and very light weight, but the cost is far too great. The cost to the environment and to the people living around these areas is just too much. Clean aluminum is like the myth of clean coal, it’s a total lie.

So what about glass? Heylin remarks that “at least glass comes from sand, is reusable, and when thrown away goes back to sand. Aluminum? It lasts forever.” I’m assuming, though, that taking sand and turning it into glass also has environmental costs associated with it, though what they are I don’t know off the top of my head.

In the end, I really don’t know how to balance which does the greater harm or is gentler on the planet. It seems no matter what we choose, some harm is done. I’m certainly not willing to give up packaged beer while so many other manufactured goods, and for that matter entire industries, are doing far worse damage. I guess today I’ll stick with draft beer. But wait, isn’t that one big aluminum can? Damn. Okay, I guess I’ll search out a wooden cask. Hold up, isn’t that chopping down forests for the wood? In the Joe Jackson song Cancer, a line in the chorus is “everything gives you cancer” and at one point in the song just after singing that line, a piano riff begins and Jackson yells out, “hey, don’t play that piano.” And in a sense, I guess my point is, like the song, that everything causes some harm and choices have to be made. Every brewery is built with mined metal, industrial processing plants, smelting, iron and steel, and goodness knows what else.

Should we try to make responsible choices? Of course. But in a world where every decision has consequences, and usually bad ones, even Thomas Hobson might have trouble making a choice.

Still, it’s always good to consider and rethink our assumptions on a regular basis. Any day that makes us think is a good day, in my opinion, at least, even if it’s driving me to drink.

Brilliant Beer Bottles

While I can’t abide the assertion that in “a market dominated by Anheuser Busch and Miller-Coors [sic], finding beauty in beer is a difficult task,” this post from the Coolist showcasing 10 Brilliant Beer Bottle Designs is still a fun look at some cool designs for beer bottles and cans. While I have no trouble finding beauty in beer, I concede many of these beer packaging designs are a cut above. What are your favorites? And what did they miss?