Perception huge in beverage packaging

Despite attempts to market beer in plastic bottles, it naturally belongs in glass. Plastic bottles are best suited for water, but soft drinks are acceptable in either plastic or glass bottles, or aluminum cans.

So say consumers who responded to a recent electronic survey on beverage packaging. These and other top-line results from the survey indicate that consumers have some strong perceptions in associating what they believe to be the right beverage with the right package. These perceptions, in turn, can influence their purchase decisions.

Dragon Rouge (www.dragonrouge-usa.com), a New York-based global brand design firm, conducted an electronic survey of 100 consumers in the United States and Europe in May 2006. The objective was to assess perceptions and behaviors associated with beverages packaged in glass, plastic, and aluminum, and to determine consumer preferences. Key findings among U.S. consumers were the following:

• 98% prefer glass bottles for liquor.

• 96% prefer glass for beer.

• 89% opt for plastic bottles for water.

• 42% like plastic bottles best for soda while 36% prefer aluminum cans and 22 desire glass bottles.