Carlsberg Export is reportedly to be sold in 500ml PET bottles exclusively through Sainsbury's. The bottle is able to meet the shelf life criteria, both microbiologically and organoleptically, needed to enter markets outside of limited events. The new bottle, which has a traditional metal crown cap rather than a plastic screw cap and the Carlsberg logo down its length, is not intended for retail distribution, but for outdoor stadiums and similar venues where distribution can be more carefully controlled. The new bottle design has a lower carbon footprint than glass (allegedly), and the main benefit for Carlsberg lies in convenience and portability, targeting outdoor summer occasions to drive impulse sales while the contemporary design reinforces the premium positioning of the brand. For more information, please visit: www.carlsberg.co.uk
