drinkworld Technology + Marketing is the leading magazine for the entire drinks industry worldwide. Feature articles and short communications cover the whole spectrum of processing, bottling, raw materials, logistics, packaging and marketing of beverages. We also report on special topics of regional interest and the trends in the beverage industries worldwide. Readers are executives and decision-makers in the brewing, dairy and mineral water industries, manufacturers of non-alcoholic drinks, wine growers and bottlers.
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Editorial Do good and enjoy it at the same time Everyone is still talking about reduction, reuse, recycling, even restoring. A lot can be done in the area of drink bottles. I picked up a sports beverage bottle in Chicago recently and refill it all the time. I find the lid just right for drinking water. If we have a special bottle, we tend to reuse it and take better care. This is the case with the German company artbottle® who have started a new initiative. These glass bottles are individually designed for still or sparkling beverages and have a screw on cap with a large opening. The bottles have been described as sustainability in 3-D. In Germany and many parts of Europe, water with CO 2 is the preferred drink. There are plenty of marketing spots and advertising claims to underline this. There are companies who concentrate on adding the CO 2 to the bottles of tap water and others who add different flavors. The emphasis on glass bottles has been to prove the longer-life and higher reuse of these containers. Karsten Ludwig, the CEO of artbottle, considers his product as a kind of authentic eco-story-telling: “When we started out with this idea of a unique drinking bottle, we studied the market to find out what the needs were, so that our bottle would be used and reused. That’s when we decided it had to be CO 2 compatible. Glass was also preferred to plastic. In addition, our own design specialists brought a new marketing aspect to the product. Sports and automobile companies have used the bottles for merchandising and customer loyalty purposes.“ Glass will certainly be highly featured at the upcoming drinktec fair in Munich next month. Sustainability is a topic of universal relevance and this initiative claims to be 200% Ian D. Healey Editor-in-Chief Photo: BK sustainable: 100% ecological plus 100% economical. Can’t argue with that! By the way, visitors to our stand 706 in Hall A5 Munich at drinktec can win one of a limited number of exclusive artbottles to celebrate the 50th anniversary of our sister magazine dedica. What are you waiting for? See you at drinktec. Cheers drinkworldTechnology + Marketing · September 2022 3
