O-I has partnered with Champion Brewery, DB Breweries to launch New Zealand's first application of internal embossing. O-I's new and unique internal embossing technology enables grooves on the inside of glass bottles, creating distinctive decoration while providing a smooth exterior for easy labelling. DB is using the new internal embossing design called Vortex on the brewer's Tui Blond Lager bottle from September 2011. Globally launched with Miller Lite beer in the US last year, the Vortex bottle features distinctive grooves in the bottle's neck and was credited with improving Miller Lite's bottle sales by 6%, a significant margin the the highly competitive beer industry. The Tui Blond Lager Vortex bottles is being made a O-I's Auckland plant and a range of internal embossing designs are available to customers wishing to explore this unique branding opportunity.
