BRAND-AGNOSTIC BEER BOTTLES OFF TO ASIA: SUGARY SODA NO.77 ON SHOPPING LIST: Water and milk are most likely to be found in Kiwi supermarket trolleys, with the first soft drink to rank at no.77…and it’s a non-sugar variety, the New Zealand Beverage Council says, adding that sugary sodas are not the significant contributor to the obesity problem they have been made out to be. A new infographic says the average New Zealander picks fruit, bread, vegetables and meat products first in a shopping trip, president Olly Munro says. “Sales of low and no-calorie soft drink options have jumped by 67% between 2008 and 2016 – this explains why the first soft drink in the ranking is a non-sugar variety. Water, coffee, tea and milk make up a whopping 84% of what we drink, with soft drinks (carbonated soft drinks or CSDs) sitting at 3.5% - less than where it was ten years ago. This shows that people are making more informed decisions around what they consume – particularly in relation to sugar.” Munro says members continue to invest in product innovation, changes in pack sizes and marketing initiatives that 8 NOVEMBER 2016 have seen major transformation take place in the category in the past five years. The Beverage Council has a mandate from its members to form part of any cross-party solution that addresses childhood obesity in this country, but it also has a role to correct misinformation and share the facts about what and how beverages are really being consumed. “(More than 50%) of people surveyed said they are concerned about the role that sugar plays in their diet,” Munro says. “Their consumption patterns overall seem to corroborate that, with the main items in the average trolley including fresh fruit, vegetables and proteins. It’s clear that Kiwis are taking a more active role in understanding what can be consumed often and what items are more occasional treat food and drinks,” Munro says. Water (tap, bottled and cooler) remains the most popular drink for both children and adults in New Zealand - up more than 10% on 2010 and growing. Munro says the data shows New Zealanders drink twice as much alcohol as they do soft drinks on a weekly basis – something that also needs to be factored in to dietary considerations. "As the industry body for the majority of the beverage manufacturers in this country, we’re pleased to see that buying and consumption patterns prove that soft drinks – being targeted for a soda tax – are not the significant contributor to the obesity problem they have been made out to be.” A new industry beer bottle designed by students and specifically aimed at the export of New Zealand craft beers to Asian markets is being produced on a commercial scale for product headed to China and Hong Kong from next month. The bottle, dubbed the ‘Provider’, was designed by Unitec Auckland students Quentin Chan, Xin Wang and Josh Brannan last year after New Zealand’s largest institute of technology was approached by the world’s leading glass bottle manufacturer O-I. Now graduated, the student trio were asked to design an ‘industry’ bottle – glass packaging that is brand agnostic – to enable any craft brewery to fill it with their product and apply their labels. As part of the project, the students set up online forums, talking with potential consumers in China and South Korea to help shape the design. Unitec design academic Dr Cris de Groot says the heel of the bottle has embossed text stating ‘Crafted in New Zealand’, and the bottle’s neck offers consumers the opportunity to enjoy their ale from a vessel with a unique volume of 888ml. Beer in Asia is sold mainly in larger vessels as drinking is a social occasion, and the Chinese consider the number 888 lucky. The smaller sampling bottle features a 258ml volume, and has similar connotations. “It’s not only New Zealand that has a passion for craft beer,” O-I New Zealand’s business sales manager Bayard Sinnema says. “Asia has also developed a taste for these brews with more flavour and personality. And with 11 major countries in the region having a projected combined population of more than three billion, it’s an unmissable opportunity for Kiwi craft beer producers.” Birkenhead Brewing Company is the first in New Zealand to fill a production run of the ‘Provider’ bottles, with the firm planning to distribute all its product for international and domestic markets in the design from next month. “We love it and that’s why we’re putting all of our product lines into it,” owner Steve Simms says. “Customers love the feel and look of the bottle. We recently took it to China and the unique design was well received. The 888ml was highly regarded as an excellent sharing bottle. Its striking features set it apart from other standard beer bottles – it’s a great selling point.” The bottle design recently won silver in the Best New Zealand Design awards in the structural packaging category. Sales of low and no-calorie soft drink options have jumped by 67% between 2008 and 2016
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