The production (and consumption) of beer has always attracted people throughout the ages. In the past each little town had its own brewery which produced various qualities of beer. In the nineteenth and twentieth century these small-scale breweries started working together und resulted in the big breweries as they are known today. Transporting and distributing the beer has always been seen as a necessity without having any specific added value. At the end of the last millennium this approach changed significantly by the introduction of marketing tools in the transport chain of beer crates. Suddenly it was found that turnover could be increased by using the transport crate as a marketing tool. This presentation covers some of the challenges which are encountered when transferring a transport packaging into a marketing tool.
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