For years, the Smirnoff Ice brand has been packaged in Constar 330ml standard PET bottles. This packaging has primarily been used at concerts and events where glass is prohibited and where the safety of large crowds is paramount.
Diageo wanted to create a visually identical bottle that incorporates a barrier layer to extend the shelf life of the product up to nine months. This would represent a significant improvement over the performance of the conventional plastic PET bottle. Following extensive development with Constar international, the Starshield barrier PET bottle was produced.
This lightweight, shatterproof multi-layer bottle is finished with a metal crown closure, and is an exact replica of the original glass bottle.
"Constar is delighted that one of the first European applications for our high performance Starshield bottle technology is with such a prestigious brand as Smirnoff Ice," said Nicola Faccioli, European market development director of Constar International. "We believe that the brand's premium image is enhanced by the characteristics of our new PET bottle."
Increasing the shelf life of the product in a plastic package allows Diageo to extend its market reach beyond events into more traditional selling venues. As a result, Diageo is now able to offer Smirnoff Ice in unbreakable plastic bottles via distribution channels currently dominated by glass containers.
Constar International is a leading global producer of PET (Polyethylene terephthalate) plastic containers for food, soft drinks and water. The company provides full service packaging solutions, from product design and engineering to ongoing customer support.