pragmatism for brewers - micro-brasseriemicro-brasserie.com/.../08/...presentation-france.pdfgroup...
TRANSCRIPT
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GROUP PRESENTATION
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An innovative packaging solution
for the brewing industry.
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An innovative packaging solution
for the brewing industry.
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Context
• Domestic beer markets are in decline since more than 20 years in western Europe; resulting in substantial volume drops
• Belgium is one of the most famous beer cultures in the world, because of its diversity and substantial degree of maturity in specialties.
• Nevertheless the reputation of the beer culture, the domestic consumption dropped from more than 125 per capita to 82L per capita in Belgium, in less than 25 years.
• In order to revitalize the industry, all breweries are looking for NPIs (new product innovations) or NMAs (new market activations).
• NMAs in the past have led to a share of more than 55% of the annual Belgian beer production that is destined to export markets. There is an overall international Belgian Beer ‘Momentum’.
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EcoDRAFT® & ExpoDRAFT®
• EcoDRAFT® & ExpoDRAFT® are innovative packaging containers for beer that solves among many others (see next slides) the financial issue.
• Proposition: – Rigid moulded container with a double layered
inner bag
– One-way and returnable
– 5 liter, 10 liter, 20 liter and 30 liter
– Best technology available on the market
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Logistics
• Weight optimisation versus traditional stainless steel kegs and
the EcoDRAFT® & ExpoDRAFT® container dimensions lead to:
– Higher volume per pallet (990 liter vs 540 liter)
– Which offers substantial savings in transportation costs (+/- 30%)
– Storage space savings (pre-filled, filled and no off-season keg pool)
– No return flow to be monitored
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Operations
• EcoDRAFT® & ExpoDRAFT® kegs : – are delivered “ready 2 fill” to the brewery
– are compatible with all existing filling lines (some minor changes such as excluding the cleaning steps)
– Cleaning and repair costs (material and labor) are eliminated
– All spear systems can be applied
– High filling capacity on a separate filling line is an option (120 kegs/hour for an investment of 25K€
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On own Filling line till automized
CONCEPT CAPACITY INVESTMENT
* On existing filling line 60 or 120 / hr / station ____ €
* 1-head 60 / hr / station 21.425 €
* 2-head filling station 120 / hr / station 37.000 €
* Multiple fill stations Multiple x 60 or 120 / hr Acc. to concept
* Multiple fill stations + robot
Unlimited Acc. to concept
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Financial
• ExpoDRAFT® one-way:
– Is an off-balance activity with no up-front investments or resource allocations
– Represents no keg losses – Optimises the keg pool, since there is no need to consider
spare kegs for seasonality peaks – Straightforward NPI or NMA decisions based on variable
packaging costs, deliver extra income and margins
• EcoDRAFT® returnable: – Substantial lower investment than traditional stainless steel
kegs – Purchase price of the keg covered by the deposit value; no
more issues when it comes to losses
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Marketing
• The larger the distance, the lower the cycle time, the more benefits ExpoDRAFT® one-way offers
• Low cost of entry into beer keg markets for NPIs, NMAs one-shots, trials, etc…
• Straight forward margin breakdown calculations, because of variable cost
• Option to personalize shape, color, imprints, mould • Solid and “traditional” beer keg look & shape which leverages the
perceived value of a premium Belgian beer vs existing one-way propositions
• Totally recyclable and environmental (no detergents, no Alu layers, return transports,…) friendly offer
• Long best before dates offer maximum beer freshness comparable to SS kegs, maintained after activation, and therefore an ideal experience or moment of consumption for the consumers
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Marketing
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Commercial (User benefits)
• 100% compatible with existing dispensing equipment; no tailor-made expensive handling or dispensers
• Multi-connectivity • Equal to regular keg dispensing (speed, foam, etc..) • Flexibility in formats (5L, 10L, 20L, 30L) • One-way or returnable • Weight in handling versus stainless steel kegs • Additional storage room because of no empties (for one-way proposition) • Long shelf-live enable bar owners to enlarge the range of special beers
with lower rotation • No foam at connection or at the end, equal extra sales • Pressure relieve valve for ExpoDraft® kegs • Fits in fridge draft equipment • Easy of use (same as regular) • Hygiene
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EcoDRAFT® & ExpoDRAFT® Product Line
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Re-Usable:
One-way:
– 5 liter (available End 2012)
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20 L & 30 L re-usable
• Extremely long Best Before Date: • Even after connecting the keg, the shelf life is guaranteed • Standard spears and couplers • Multi-connectible • CO2 level in beer stable; no oversaturation, no desaturation • High Burst pressure vs PET • CO2 seperated from beervolume, no contamination risks • Valve system with high O2 barrier • 30 € deposit covers the investment (purchase) • Perfect to palletize (990 L per pallet instead of 540 L) • Only minor adjustments on the existing filling lines (80% of the process can be
excluded: cleaning) • High filling capacity for only 37.000 € (separate filling line) at 120 kegs per hour. • Branding possibilities • Ecological: reusable, recycable and no detergents for • High drop and pressure resistance
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