Think of a beverage brand. What do you envision? Odds are, it probably comes in a can. Regardless of whether it has bold graphics, a clean and modern design or comes in a skinnier package, one thing is certain — it’s housed in a similar sea of sameness with other brands competing for space on the shelf and in the fridge.  

So, where do you look when what was once novel has now become the norm? The answer is glass. While classic as a solution, it’s pushing packaging further than ever before — and it does so by offering any brand the chance to shift its story and create a more meaningful connection with consumers. Here are five key components that make glass a standout — whether that is on the shelf, in the minds of consumers, or for the future of a brand.  

Glass challenges convention

When it comes to design expressions, glass does what cans can’t. Instead of a few traditional models, glass offers endless design possibilities and iterations transforming what’s possible.  

This flexibility and speed to packaging concept allows brands to find ways to connect with consumers in a more meaningful way on the shelf. From shape, size, color and embossing, glass is proven to create more of an emotional connection to set a brand part.  

Glass increases brand revenue

A recent Numerator study, commissioned by O-I indicates that consumers who favor glass are proven to make the register ring more frequently. In fact, when it comes to the sparkling water category, consumers shop and buy two times the amount than those who shop for cans. 

Glass elevates buyer perception

Glass is perceived as a premium option. Most shoppers refer to it as a more refreshing and fancier option. Which is one of the reasons that, across all shopper segments, there is significant interest in branded glass bottle options. In fact, almost a third of can- or plastic-only shoppers say that they would be interested in buying glass if their preferred brand offered it.   

Glass champions sustainability

Made with 4 simple ingredients - sand, soda ash, limestone and recycled glass – glass is the clear sustainable choice for packaging. And because it is infinitely recyclable (with no loss of quality), bottles that are recycled can go from the recycling bin to the shelf in as little as 30 days. Brands looking to make a sustainable statement do it by making the move to glass. 

Glass enhances the experience

When it comes to taste, glass simply wins. It is odorless and flavorless. It is made with pure and natural ingredients. And it is virtually inert — meaning that it will not interact with the product it protects. When it comes to keeping a product’s flavor integrity, there is no comparison.  

The difference (and demand) is clear

The demand and interest for glass packaging spans categories from functional drinks like probiotics and vitamins to RTD cocktails. If a brand is looking to elevate its perception and drive incremental sales in the process, the choice is clear — the choice is glass.