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Beer bottle for Euro 2008 being produced in Poland

Planning for the bottle’s launch started in late 2007 and has involved
designers, technicians, logistics and customer service personnel from
Ardagh Glass Ujscie working closely alongside their colleagues from
Carlsberg. The bottles, which were designed by Carlsberg Breweries and
adapted by the product design team at Ardagh Glass Poland, are being
filled at Carlsberg’s two large Polish breweries in Szczecin and Brzesk.
Joachim Knauer, plant manager in Ujscie, explains on behalf of the Ardagh
project team: “We have benefited throughout from the mutual trust that has
been developed through the long-standing relationship we have built up
with Carlsberg. Manufacturing heavy volumes for a fixed event is always a
challenge, and recent investment in manufacturing and systems
technology has been invaluable in meeting these tight deadlines.”
The Euro 2008 bottle has a truly international reach, far beyond the participating countries to South
East Asia and North America. Carlsberg Breweries has been a major supporter of prestigious
tournaments of football on a global basis for many years, including EURO’88 in Germany, the 1992
Finals in Sweden, England’s EURO 1996 tournament and EURO 2000 in Holland and Belgium, as well
as 2004 in Portugal.
“The premium bottle symbolises the importance we attach to our EURO 2008™ sponsorship. It helps
us to communicate the value we place on remaining close to the fans of international football, as well
as our own respect for the game. At the same time, by adopting a fairly subtle design we aim to
appeal to consumers regardless of them being fans of football or merely wanting a premium
international beer.
“The choice of embossing has proven a very effective image building vehicle for us. We know from
consumer research that this endows the product with a strong premium quality and aesthetic appeal.
Our own research and sales feedback tells us that it is liked by our consumers and customers alike.”