O-I has pioneered the development of internal embossing in glass bottles and jars, opening the way both to creative designs and to functional benefits in terms of taste experience and delivery. Using proprietary technology, the new technique enables the inside of the bottle to be decorated in a variety of ways, allowing manufacturers of beers, soft drinks and other products to create custom packaging designs. One of the first examples of this unique innovation is the new "Vortex" bottle commissioned by US brand MillerCoors to package its Miller Lite beer. Featuring specially designed grooves on the inside of the bottle's neck, the Vortex pattern clearly differentiates the brand in the marketplace both visually and experientially. Consumers have responded enthusiastically to the Vortex bottle and the new brand experience it offers with sales of Miller Lite increasing 5% since the new (355ml)bottle was introduced. The US's GPI has given O-I a prestigious 2010 Clear Choice Award in recognition of the Vortex bottle. In addition to internal embossing, recent O-I innovations include its Lean+Green range of lightweight packaging, which delivers significant savings in terms of energy use and CO2 emissions.
