Consumers trading up for higher-quality brands, called "premiumisation," is shifting alcohol tastes to the top shelf and boosting demand for glass packaging, said Erik Bouts, head of Owens-Illinois' European business. These brands demand innovation, which prompted O-I to work with Amorim on the Helix cork that does not need a corkscrew. "Glass is en vogue ... [and] is better positioned for the premium segment," Bouts said.

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