Molson Coors commits to reduce packaging

http://www.morningadvertiser.co.uk/news.ma/ViewArticle?R=83650

IN the same area of environmental concern I was amazed a few years ago that Britivic put around a massive marketing campaign announcing the revolutionary change in their ame area of environmental concern I was amazed a few years ago that Britivic put around a massive marketing campaign announcing the revolutionary change in their business of doing away with returnable bottles. Remember the 'baby' mixers? 48 in a case all returnable for refilling and reuse. They went the way of doorstep glass milk bottles just at a time when recycling and the environment were getting onto the public's radar.

The marketing went along the lines of: 'bigger serve returns greater margin and percieved better value by the customer, new disposable packaging means less storage space and time being wasted in your busy schedule, it's a great thing all round'... A fantastic, visionary retrograde step just when Britvic could have been persuading people their traditional methods were the best and charging a premium for that.

With Molson Coors (a 'global family brewer' whatever that means) it looks like they've already learned about the massive savings that can be made in raw materials and transport costs even before putting the environment first is applied to their marketing strategy. A good example to other global companies who need to look at their entire manufacturing process from cradle to grave and see where huge savings can be made for everyone's benefit.