Europe >> Market Categories >> Beer

As the leading glass packaging supplier to the European beer market, O-I regularly conducts marketing studies to determine customer and consumer needs in each country.  This research helps inform the best consultation possible in terms of packaging development. 

In general, market research indicates a clear consumer preference for glass.  A study carried out by the GRP Institute for Rational Psychology found that "glass alone is able to increase the enjoyment level of drinking beer."

According to the GRP study, "not only does sensory perception play a role, but also the social and psychological benefit.  Symbolic value, representative value, gain in social status and pride of ownership are all associated."  After a blind taste test of juice and beer, men and women rated glass as providing a feeling of "better taste" over competitive materials.

Results may differ from country to country, but they always guide O-I customers in building the best brand strategy possible.

Once consumer needs and preferences are known, glass lets brand owners develop iconic bottles that build identity through shape, color, texture and decoration. Niche and specialty markets also require relevant packaging. O-I offers relatively low market entry costs in custom packaging through a wide range of machine types and locations.