Dragon Rouge Fields First Beverage Package Survey -- U.S. and European Consumers Polled on Preference for Aluminum, Glass or Plastic for Water, Spirits and Beer

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A poll of U.S. and European consumers reveals package preferences for spirits, beer, water, and soda. Negative perceptions about plastic bottles for beer and spirits prevail.

Despite attempts to market spirits and beer in plastic bottles, it is yet to catch on. Even with advantages of being shatterproof and lightweight, plastic cannot overcome negative perceptions of taste and not staying cold.

Results from Dragon Rouge’s Beverage Package Survey revealed that consumers in both the U.S. and Europe prefer glass bottles for spirits and beer, plastic bottles for (still) water, and are evenly divided between aluminum cans, plastic bottles and glass bottles for soda.

Here are the highlights from the survey. In the U.S:

  • 98% prefer glass for liquor
  • 96% prefer glass for beer
  • 89% prefer plastic for water
  • 42% prefer plastic for soda, 36% prefer aluminum and 22% prefer glass

While 46% of respondents said they have consumed beer in a plastic bottle (mostly at sporting events, 86% said that consuming it in plastic is less desirable than glass. Of these respondents, a full 40% believe that beer tastes better in glass bottles, while 37% perceive that it isn’t as cold.

Of those who said that plastic was better (10%), the main reasons cited were its shatterproof and lightweight qualities.

According to Jonathan Asher, President, Dragon Rouge, USA, “Despite attempts to market spirits and beer in plastic bottles, it is yet to catch on. Even with advantages of being shatterproof and lightweight, plastic cannot overcome negative perceptions of taste and not staying cold.” In Europe, recycling concerns were also cited.

There was little difference noted by age or sex and the results were largely consistent between Americans and Europeans with few exceptions. Soda is consumed in plastic bottles more in the U.S. and glass more in Europe, while about equally in aluminum. And, while they are not keen to consume beer in plastic bottles in either locale, nearly half of the U.S. respondents have done so, while only about one in ten Europeans have.

Background and Methodology of the Survey

Dragon Rouge (http://www.dragonrouge-usa.com), the world’s leading independent global brand design firm, surveyed 100 consumers in the U.S. and Europe. The survey was conducted electronically during the month of May 2006.

Graphs for the U.S., Europe, and overall as well as a full survey report are available.

Dragon Rouge, LLC, is a privately owned brand design firm with offices in New York, Paris, London, Warsaw and Hamburg.

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