Alken-Maes, a brewery located in Alken, Limburg, has recently invested 4.7 million euros in a new packaging line for their Desperados beers. This new installation will allow the brewer to switch to bottles with a deposit for their popular choice of beer.
Desperados, first brewed in France in 1995 and now produced by Heineken, has become a favorite among consumers and is widely distributed throughout Europe. With the introduction of various variants over the years, Desperados has gained popularity and recognition among drinkers everywhere.
In response to a significant increase in Belgian sales from 2019 to 2023, Alken-Maes has decided to switch to reusable bottles for their Desperados beer. By doing so, the brewer hopes to reduce waste and contribute to sustainability efforts. To this end, they are urging consumers not to push lime pieces into the bottle as they can be difficult to remove and contribute significantly to unnecessary waste.
With the new packaging line in place, Alken-Maes can now handle the entire production process and distribution of Desperados in-house. The reusable bottles are already available in stores across Belgium and other European countries, with most retailers having made the switch since March 2023. Through this update, Alken-Maes aims to ensure that 80 percent of their beer is packaged in reusable containers furthering their commitment to sustainability. CEO Marc Josephus Jitta expressed his satisfaction with this update and highlighted the company’s dedication towards reducing environmental impact.
Overall, this investment by Alken-Maes represents a shift towards more sustainable packaging practices while still maintaining high-quality product standards for their beloved beer brand.
