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In one of the most ambitious business projects in the last decade in Colombia, Bavaria has invested two years and more than 300 billion pesos to change all its containers to make them super returnable, and to turn Bavaria into a more and more efficient company.
The result is a lighter bottle made of 20% less raw material, more resistant and with straight panels, which will allow it to be used twice as much with respect to the other returnable containers available on the market.
The effect: a bottle with three super powers
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Consumer economy |
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The Super Returnable bottles are positive for the economy of consumers, because by requesting returnable bottles to go, consumers will leave a deposit of just $100 pesos per bottle and $3.000 pesos per plastic case. This applies to both consumer and shopkeepers, and shopkeepers and distributors.
Furthermore, a bottle with double useful life means less replacement of bottles and, therefore, a lower retail price of beer and malts sold to consumers in this new container
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Additional sales for Bavaria clients |
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The Super Returnable bottles can increase the sales of Bavaria’s clients, because the simultaneous introduction of the new plastic cases has enabled the implementation of a new deposit system – commonly known as ‘finca’ –, thanks to which distributors, shopkeepers, major wholesalers and other clients of the company can lend bottles to their consumes at a standard cost.
The deposit system refers to the commercial value charged by distributor to the retailer for the returnable bottles, cases, jugs, barrels and CO2 containers, which is reimbursed when the bottles are returned. This way, the retailer recovers his/her money once he/she returns to the distributor all empty bottles, and such money can be invested in the purchase of additional products. Similar conditions apply for consumers when they ask for beers to go.
In other words, consumers pay a unique cost of COP 6.000 as ‘finca’ whenever they wish to purchase a traditional 30-bottle case, which is reimbursable once the case and its bottles are returned. This bottle lending policy clarification seeks to promote consumption at home, and also to encourage consumers to maintain Bavaria’s cases at home in a near future.
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Protect the Planet |
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The new technologies applied to the handling of new returnable bottles reduce their friction and wear, thus ensuring an average return of 44 cycles vis-à-vis the 20 cycles of other returnable bottles. In other words, Bavaria has duplicated the useful life of each bottle and, therefore, has reduced significantly the use of glass, the use of fuel for their manufacturing, and the corresponding carbon emissions. The above is in addition to the initiative to recycle glass and polyethylene from the older bottles and cases, thanks to which Bavaria has managed to reutilize 130 thousand tons of glass and 34 thousand tons of polyethylene since March 2007, in one of the largest bottle recycling projects ever carried out by SABMiller worldwide.
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