Brazil: Coca-Cola Returnable Glass Bottle Relaunched

In a bid to broaden its sales among lower income consumers in Brazil, Coca-Cola has decided to go back to returnable glass bottles and re-launched the 1.25 litre bottle in the Rio de Janeiro market in mid-May 2003. The new bottle is aimed at boosting sales among less well-off consumers, whom the company says would like to consumer more soft-drinks but are put off by the price. The returnable bottle is priced at BRL 0.99 against BRL 1.80 for the PET packaging.