The aluminium bottles, which are thought to be safer than glass, will be available to independent on-trade outlets in London and Scotland.
Jeremy Gibson, director of innovation at Molson Coors (UK & Ireland), said: “Beer is losing volume in both the on and off-trade, we’ve recognised an opportunity to protect everyday lager from decline and move towards growth through differentiation, innovation and constant improvement in both our products and their packaging.
“The consumer response to the aluminium bottles has been overwhelmingly positive. Consumers told us that the new packaging offers a better drinking experience by making the beer cold and refreshing and flowing better than a glass bottle and is a perfect size.”
The aluminium bottle is also lightweight (with the 450ml bottle weighing 50g, versus a 330ml glass bottle weighing 250g). This means a benefit of reduced load-weight for a full load versus heavier packaging materials, resulting in a reduction in carbon emissions from delivery trucks.
Molson Coors is also engaging with its customers to maximise the recycling of the aluminium bottles, saving up to 95 per cent of the energy needed to make aluminium from its raw materials. This reduces the carbon footprint and increases the availability of recycled aluminium for future uses.