Adnams has released a new environmentally friendly bottle across its ale range, as part of a company-wide green initiative. "We were looking at re-branding the range anyway, so decided to make it greener as well," said Marketing Manager Ed Hume. WRAP recently challenged drinks suppliers and retailers to reduce the amount of glass used to package products. The new Adnams bottle weighs in at less than 300g, more than 155g lighter than the previous bottle. "It also delivers cost benefits as a lorry-load is now lighter," said Hume. "In addition, we moved our manufacturing to Harlow from Scotland, so we are also improving our carbon footprint." The company is hoping that the move will be welcomed by consumers as well as retailers and it will be communicating the benefits of the bottles as part of its brand story. The new bottle will arrive in stores at the end of January.
