Packaging & logistics

What was once just a form of secondary packaging merely for transport, has now become a key marketing instrument. Unique distribution units carry the brand identity at the point of sale, influencing the customer’s buying decision and strengthening brand loyalty. In many countries, distinctive crates are replacing mainstream standard packaging of mineral water in food stores. Crates even serve as an advertising medium on the transport route from the bottling plant to the point of sale. An imminent advertising ban on alcohol in the EU means that the branded crate will gain even more importance as a promotional medium for beer.

Today, increasing attention is being paid to the way that new forms of packaging are used when launching new beverage products. There is great market potential in pairing novel flavours and bottles with innovative packaging concepts.

As an instrument of brand identity, attractive packaging is therefore becoming more and more important as a marketing tool, for non-returnables as well as in the returnable sector. Crates play a big part in promoting a beverage product.

Creative crates

The most important systems in the beverage market are bottle crates and trays. Bottle crates come in two types: the prevailing standard crate, where the crate carries the full load of the stack, and the so-called low-depth-crate. Here, the bottle carries the load. Bottle crates are designed for glass bottles, PET-bottles or coeval for glass and PET-bottles. Normally, the crate includes a partition, which prevents contact between bottles during transport.

So-called pillar crates, with no partition, are suitable for multi-packs, but would allow single bottles to touch during transport. Crates have a very large range of applications and can accommodate between 6 and 30 bottles, with individual contents between 0,2l and 2l.

The use of bottle crates has many advantages: high safety during transport and storage, marketing effects during transport and at the point of sale, consolidation of the brand/customer bond, fully automated handling, long product life, 100% recyclable.

Dividable crates have middle hand grips at both halves. So far, such crates are available for 12 x 1l, 12 x 0,75l, 20 x 0,5l and 24 x 0,33l. The dividable crate’s strong point is enhanced carrying convenience, thanks to equal distribution of the overall weight to both crate halves. The production of dividable crates requires only a very minor modification of the machinery. Product life for this carrier is comparable to that of the standard crate.

The bottle tray works in a similar way to the low-depth crate: here, the bottles also bear the load. There are trays for single bottles and for multi-packs such as six-packs or open carriers. The most important sizes are 800 x 600 mm and 600 x 400 mm. Most of the trays are designed for single bottles (glass as well as PET) and for the use of bottle bridges. Advantages are optimal display of single bottles as well as multi-packs at the point of sale and reduced storage volume of empties. Trays are equally appropriate for returnable and non-returnable bottles, as a specially designed tray also allows for returns.

Crate ideas: development trends

In-mould Labels are steadily replacing the prevailing silk-screen printing of the surface pattern on the crate. In-mould Labels can be printed in high resolution, which improves colour gradients compared to previous techniques. During production, prefabricated and exactly cut labels are inserted into the injection moulding tool and melted inextricably with the crate surface.

The Stretch Sleeve Technique is an interesting variation on the In-mould Label. Here, the crate is covered with a pre-printed tube section, without heating. In order to achieve a satisfactory result, the crate needs to be designed accordingly.

A further creative aspect of crate production is the application of surface structures, to highlight an element of the design.

Grip techniques have also evolved in recent years, with the so-called Soft Touch grips gaining ground. This new technique has not replaced but complemented approved grip forms such as Airmould or Airmould Lamella.

Multicolour elements are on the rise: today it is possible to include a second colour in the crate, outside the grip area or as a two-coloured grip.

Half crates and dividable crates are increasingly popular, as the Soft Touch grip technique increases carrying convenience, but does not decrease the weight. Especially for the water and soft drinks markets, the use of smaller or dividable crates with middle hand grips will increase in the near future, particularly for heavier glass bottles.

Further development trends

On this site, we limit our communication to projects which have already been introduced. However, we would be glad to meet you and explain further development plans in a face to face discussion.

Potential innovation

Often, a customer’s wish to outclass competitors in the market with a more attractive product leads to innovation and the development of new ideas, such as the In-mould Label and the Soft Touch grip. Future research trends focus on improved surface optics to avoid the shrink marks caused by cool-down in the production process. We are also working on realistic metallic effects and the creation of an efficient and cost-saving pattern technique.

Conclusion: crate results

The bottle crate is one of the most successful returnable products in over 30 years. Due to a long product life of more than 10 years, the costs per circulation are very low: just a few cents. The high stability of the crates allows block storage up to 4 pallets. Besides its transport function, the bottle crate has gained importance as a marketing tool in the last few years, as the crate reinforces the brand’s image and customer loyalty.

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