The brewer’s UK and Ireland business said that the £6.3m (€5m) spent on film instead of cardboard would “drive innovation” within the beer category when it was rolled-out this month.
The switch would also cut carbon emission by 4%, while restricted ink coverage (less than 5% of packaging weight) meant that the film was 100% recyclable, Molson Coors said.
Selected large pack sizes (one is pictured) will also feature a carry handle – which the brewer claims is an industry first – to increase handling ease for customers (while replenishing stock) and end consumers.
Jim Shaw, head of supply chain strategy and change, Molson Coors (Royaume-Uni&Irlande) said that the firm was the first majorUKbrewer to invest in film as a secondary packaging technology on such a large scale.
Shaw said:“It is another step in our five year [£15m] plan to redevelop our largest brewery and the UK’s biggest, based in Burton-upon-Trent.”
Design consultancy Echo has also designed what Molson Coors describes as a “new creative visualisation” of Carling, Britain’s best-selling lager, which uses the Union Jack flag.
This will be used across Carling’s outdoor, print, and TV advertising, as well as on limited edition retail packs of 10, 12 and 20 Carling cans.
Molson Coors employs over 2,000 staff in theUK, operates four breweries and has a 20% market share of the UK beer market, where major brands include Carling, Coors Light, Grolsch andWorthington’s.