80% of consumers prefer the glass bottle in the hospitality industry
MADRID, 1 Jun. (EUROPA PRESS) –
Coca-Cola Europacific Partners is committed to promoting the presence of glass in bars and restaurants in Spain, for which it has set itself the goal of transforming a total of 10,000 hotel and catering customers by 2023, who have tin and plastic containers so that they only have glass.
This was announced by the business development director of Coca-Cola Europacific Partners, Miguel Mula, who specified that so far this year 6,500 customers have already been transformed from cans to glass.
The soft drink bottler promotes the presence of glass in bars and restaurants, since it considers that it offers an opportunity for growth to the business, in addition to the fact that the exclusivity of this container allows the establishments to differentiate themselves with a more attractive offer.
“Consumers do not buy brands, they buy the ‘perfect serve’ and that is why glass is essential for the hospitality industry. There are consumers who are now more sensitive to glass, which is why we are promoting the presence of glass in bars and restaurants”, has pointed out.
In this way, this sensitivity to glass is confirmed with the data from the report ‘Consumer preferences in Horeca’, prepared by Conecta for Coca-Cola Europacific Partners, which ensures that 80% of consumers prefer the glass bottle in the hostelry.
Among the arguments put forward in the study, it stands out that it is an iconic and recognizable container due to its long presence in society, its quality due to the possibility of a better consumer experience and its differentiation as a more sustainable container, thanks to its reuse. .
Thus, 56% of consumers believe that glass is a more recyclable, ecological and environmentally friendly container, while 58% are concerned about the sustainability of the containers they use.
Even one in four respondents says they would be willing to pay more to enjoy a drink in a sustainable container. An additional disbursement, which on average would be around 0.2 euros.
The study reveals that there are more reasons behind the preference for glass. Thus, 55% say that it is the container that best maintains the properties of the soft drink, such as flavor or gas, while 60% believe that the product tastes better.
For their part, 80% recognize that the glass container is more attractive from an aesthetic point of view, while 72% believe that the image of an establishment improves if they offer a soft drink in a glass bottle.
“The results of the study show that glass is a very attractive container for the consumer and provides a differential value for the hospitality sector. This is the reason why we strive to increase the presence of this container in the hospitality industry, since we are sure that it offers competitive and business advantages to the premises that have them”, stressed Mula.
The Spanish manager recalled that glass has an average of 25 lives, which is approximately six years, making it a more sustainable container. Thus, according to the latest Coca-Cola sustainability report in Spain, 91% of the glass it produces is returnable.
The multinational soft drinks company, which has a team of nearly 1,400 vendors, trusts in its current business strategy that allows it to continue growing in Spain. “Business grows, but by making our clients grow. It doesn’t matter if you are small or large, because the model is the same for everyone,” explained Mula.
