Robinsons Old Tom, which has been named the World's Best Ale on two occasions at the World Beer Awards, is to be contained in future in a new lightweight version of its old, classic bottle.
Rawlings, in conjunction with glass-manufacturer Beatson Clark, will supply a new environmentally-friendly, lightweight bottle, allowing the brewery to make savings on raw materials and transport costs.
"The benefits of lightweighting, in terms of cost reduction and environmental impact, are significant. With every new project Rawlings undertakes we aim to include an element of lightweighting," said Tom Wood, MD at Rawlings.
The new bottle weighs just 250g rather than the original 282g, and features improved embossing of the Robinsons name and Old Tom brand on the glass.
Lynn Sidebottom, sales and marketing director at Beatson Clark, added:
"The bottle shape and embossing design are the same as before, so consumers will continue to recognise the distinctive Old Tom bottle.
"Reducing the weight of a container does not affect quality, but the benefits for the customer and for the environment are considerable."
© 2014 European Supermarket Magazine by Peter Donnelly
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