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Phoenix Beverage Launches Aloe Breeze Beverage Line in PowerFlex(TM) PET Bottles from Amcor PET Packaging
Manchester, MI - (May 22, 2007) - Phoenix Beverage Corp., Phoenix, AZ has launched its new organic Aloe Breeze(TM) beverage line in 16.9-ounce dome-top PowerFlex(TM) polyethylene terephthalate (PET) bottles from Amcor PET Packaging. The company positions Aloe Breeze "as the first USDA certified organic drink line that harnesses the power of super-nutrient aloe vera and infuses it with exotic, naturally-flavored water."
"We went on a search to find the right bottle for this product launch. We knew we wanted PET so that we could get the near appearance of glass and the functionality of plastic. We also needed a container that could perform well in a hot-fill environment," explains Brad Holmes, president and chief executive officer, Phoenix Beverage.
The company quickly discarded hot-fill options with panels and ribs because it didn't like the way the structures interfered with the label. "We have a transparent label with a 'fruit forward' design to showcase the organic purity and clarity of Aloe Breeze. You couldn't put that label on a bottle with a lot of vacuum panels since it would detract from message we were trying to communicate. We wanted consumers to see exactly what was in the bottle and we wanted something that would allow us to showcase our label," Holmes says.
The company felt that PowerFlex "looks like glass and has the same kind of smooth feel when you pick it up." This was in keeping with the branding image it wanted to convey.
Up until now, many beverage bottlers did not have a PET alternative that met both their hot-fill and their aesthetic requirements, thereby forcing their premium brands (juices, teas, isotonics, etc.) to stay the course in glass containers. However, the launch of PowerFlex(TM) permanently changes the playing field.
Amcor's PowerFlex(TM) bottle features a revolutionary patented panel-less design which takes hot-fill (185° degrees Fahrenheit) bottle options to a new level. Amcor's structural design not
only eliminates the panels, but unlike recently launched competitive containers, PowerFlex(TM) has a large, completely smooth label panel - free of any kind of ribbing.
Amcor's technical staff, through a combination of design and manufacturing innovations, has created a patented bottle that absorbs vacuum via a specially designed base. A unique diaphragm within the base draws upward as the liquid cools. It has the geometric characteristics to enable the inverted cone shaped diaphragm to deflect upward as the vacuum is created.
"Bottles with panels create constraints that dramatically limit design options and therefore a brand owner's ability to use the container to creatively market the product," explains William Featherstone, vice president, sales, Beverage Division, Amcor PET Packaging.
"Because you no longer have panels in the sidewall, this makes the bottle easier to label. You don't have to worry about mislabeling-missing the vertical bars in applying labels. Nor do you have to worry about the ripple effect labeling over panels can cause," Featherstone explains.
The geometry of the straight wall design gives PowerFlex(TM) great top load characteristics. The straight wall has no points of stress concentration which removes the potential of bending. Also, unlike competitive technologies, PowerFlex(TM) bottles can be run easily on existing glass filling lines with little or no equipment modification.
Phoenix Beverage selected one of two stock PowerFlex(TM) bottles-a 16.9-ounce dome-shouldered bottle with a 38mm finish. (The other stock option is a 16-ounce, long-neck design.) This allowed the company to launch quickly without incurring any additional tooling costs. Optional customization features, such as embossed logos or patterns, can be added in the future, if the company chooses.
Aloe Breeze follows the company's previously-introduced Aloe Splash line. Aloe Splash is a cold-filled product with "more of a juice feel," while Aloe Breeze's flavor-infused water offers a lighter taste profile. Phoenix Beverage promotes it as containing "0 calories, 0 carbs, 0 additives, 0 preservatives, 0 caffeine, 0 sugars and 0 glycemic index."
"It is the ideal alternative for weight management, restricted diets and anyone looking for a great tasting, higher nutritive option to plain water," Holmes says.
Aloe Breeze organic drink line is available in four varieties: Orange Mango, Kiwi Lemon Line, Mountain Berry and Cranberry Raspberry. Ingredients include purified water, organic aloe vera juice and the botanical, stevia leaf. The line is being marketed to retailers in natural, mainstream grocery, mass merchandise and other channels across the United States.
"We received high marks on the overall package when we did our consumer testing. We've been pleased with consumer feedback on this product. We wanted to showcase 'purity and clarity' and we think this bottle helps us achieve that," Holmes concludes.
The second line of Aloe inspired drinks from the Phoenix Beverage Company; Aloe Breeze is a refreshing twist on functional beverages bringing together a hint of exotic flavored water infused with 'super nutrient' Aloe Vera juice. Zero calories, carbs, artificial sweeteners or preservatives, this revitalizing natural healer is USDA certified organic and available in four ambrosial flavors: Orange Mango, Kiwi Lemon Line, Mountain Berry and Cranberry Raspberry. For more info visit: aloebreeze.com
Amcor PET Packaging is the leading manufacturer of PET (polyethylene terephthalate) plastic packaging for the global beverage, food and non-food industries, with over 80 manufacturing sites in 19 countries. Its parent company, Amcor Limited, offers a broad range of packaging solutions and ranks as one of the top three packaging companies in the world. Amcor's extensive operations include 217 plants in 34 countries. It is headquartered in Melbourne, Australia and, for the fiscal year ending June 30, 2006, had sales revenues of US$8.8 billion. For further information, visit www.amcor.com.
Please forward sales inquiries to:
Shelley Steele
Director of Marketing and Communications
Amcor PET Packaging
935 Technology Drive, Suite 100
Ann Arbor, MI 48108-8919
Phone: (734) 302-2264
Fax: (734) 302-2810
Email: shelley.steele@amcorpet.com
