Coca-Cola mulls expanding the global availability of aluminium contour bottle

Coca-Cola is celebrating its 100-year-old glass bottle in 2015 by expanding the global availability of the iconic package's 10-year-old aluminium sibling.

Coca-Cola Amatil (Fiji) Ltd general manager Roger Hare said the company was looking at introducing this in the country as one of its primary focus next year. "For some countries in the world, we have aluminium contour bottle which is a mix of a can and a bottle," Mr Hare said.

While expansion efforts have been tremendous, the company has aggressive plans next year, which will be revealed later. The company launched the 100th birthday of the Coca-Cola brand on Tuesday in Suva by honouring the past yet focusing on growth for the future.

Coca-Cola, together with key suppliers and manufacturing partners, launched the aluminium bottle production in multiple locations around the world to boost capacity and meet growing consumer demand. The 8.5-ounce fully recyclable bottle - which appeals to consumers of all ages — is currently available in 45 countries. Coke uses the eye-catching package to support both short-term promotions and sponsorship assets - from the Olympic Games, to holiday campaigns to an annual Coke Games for secondary schools.

In 2005, and with continued R&D support, the Coca-Cola glass bottle loaned its signature curves to a modern interpretation featuring a new packaging material. The company's global marketing and packaging teams collaborated to fuse art and science, producing a limited-edition collection of Coke and Diet Coke aluminum contour bottles for upscale nightclubs through the M5 ("magnificent five") campaign.

According to the company, five design firms from five continents created bottle graphics, which were printed on the bottles with UV-sensitive inks revealing different design motifs under a black light.

"We're honouring our past while looking ahead," said Debbie Haseley, who is overseeing the global expansion of the aluminum bottle. "While our expansion efforts have been tremendous, we have even more aggressive plans over the next three years. We see significant revenue growth opportunity with this package," said Haseley.

"This premium, upscale package plays a clear strategic role in our sparkling package portfolio, while also allowing us to tell our brand story in meaningful ways throughout the year and deliver a heightened Coca-Cola drinking experience," said Yolanda White, global group director, Coca-Cola Trademark.