NEW DELHI: Coca-Cola can introducealuminium bottles in the Indian market to sell its aerated drinks Coke,Coke Zero, Diet Coke and Sprite in the next three-four years, a top executive said.
The aluminium bottle, which comes in a serving size of 200 ml and is quite popular in countries like the US, UK and China, costs about 40% more for consumers than PET bottles, said Dana Bolden, vice president at Bottling Investments Group at Coca-Cola.
While Coca-Cola and other cola makers widely use cans made with metals, aluminium bottles came into existence in 2005 and soon found its way on eBay, fashion magazines and the shopping windows of luxury retailers owing to its breakthrough and stylish design.
It is also easy to transport, reduces direct exposure of the content to the sun, increases shelf life and keeps the freshness of the product intact, said Bolden.
India is no different than any other market where Coca-Cola operates when it comes to drive acceptance of a new packaging, he said.
"If you put marketing strength behind any of your new product, that is what will drive acceptance. We launched Coke Zero in sleek cans 18 months ago. Had we not put any marketing muscle behind it, we would have probably not seen the uptake that we saw. So India is like any other market in that sense."
Bolden is sure about customer acceptance to aluminium because, according to him, Indian consumers are very trendy and are extremely forward thinking.
The aluminium bottle, which comes in a serving size of 200 ml and is quite popular in countries like the US, UK and China, costs about 40% more for consumers than PET bottles, said Dana Bolden, vice president at Bottling Investments Group at Coca-Cola.
While Coca-Cola and other cola makers widely use cans made with metals, aluminium bottles came into existence in 2005 and soon found its way on eBay, fashion magazines and the shopping windows of luxury retailers owing to its breakthrough and stylish design.
It is also easy to transport, reduces direct exposure of the content to the sun, increases shelf life and keeps the freshness of the product intact, said Bolden.
India is no different than any other market where Coca-Cola operates when it comes to drive acceptance of a new packaging, he said.
"If you put marketing strength behind any of your new product, that is what will drive acceptance. We launched Coke Zero in sleek cans 18 months ago. Had we not put any marketing muscle behind it, we would have probably not seen the uptake that we saw. So India is like any other market in that sense."
Bolden is sure about customer acceptance to aluminium because, according to him, Indian consumers are very trendy and are extremely forward thinking.
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