Owens-Illinois Launches Covet packaging line in Latin America

October, 2013-São Paulo, Brazil-Owens-Illinois, Inc., (O-I) announces to the Latin America launching their CovetTM line-a solution of products and services for brands of the luxury segments that seek to strengthen their links with consumers, also contribute to the achievement of business goals. Covet offers the best attributes of the O-I – including custom glass design and decoration, the collection of bottles with classic design of the company and the portfolio of innovations of the O-I – to support businesses and brands of Latin America who wish to benefit from the opportunities that the market offers.
Covet, line that extols the power and the attraction through the glass, grew out of the long history of partnerships that I keep with some of the most famous brands in the distillates, liquor, wine, cosmetics and food. The company has created some of the most emblematic bottles of super-premium segment for brands such as Ron Cartavio, Ron Maestro Botero and Ron Medellin, among others.
"With Covet we are creating a new offering that leverages all the capacity and proven expertise of O-I with Premium brands, to meet the unique needs of this growing market," said Brian Lima, General Manager of Covet. "Through our capabilities, market knowledge and experience in design and production of packaging, we can provide customers with the Latin America, glass containers that deliver a personalized experience to consumers".
Growing market for luxury brands
The launch of Covet comes at a time when the market for super-premium distillates – products with prices above USD $26,00 – has been growing rapidly in comparison with other categories. According to the International Wine and Spirits Report (IWSR), it is expected that, by 2017, the segment grow 17% in America Latinacom volume increase of more than 50% over the same period.
The increase in basic income in emerging markets also maintains the growth segment of super-premium liquors, and in mature markets is driven by consumers more experienced and knowledgeable of the products in this sector.
"The design of Covet expressed what glass has to offer," said Lima. "The variety and flexibility that the glass brings a brand experience is fabulous. The outline to the weight of the glass in your hand, even as the product captures the light in its translucent packaging, the packaging of each is Covet brand as a unique opportunity to awaken desire and inspire a singular moment for that mark. "
The attributes of the Covetda-I have supported in building successful brands. An example of this is the Ron Cartavio, Peru brand after using packaging Covet managed to differentiate itself in the market of rum-highly competitive in Peru. As a result, the new bottle came to be considered object of collection to consumers and the brand obtained a 10% growth in market share, as well as 20% increase in sales within two years.
In Brazil, even with the reduction of economic growth, some sectors of the economy have potential for improvements. As regards the product market today, which earned about 10 million new consumers, it is expected that until 2017, consumers are 13 million industry, according to data from the RAJ20064U report.
In Brazil we can highlight the liquors Giullians-company with more than 15 years of tradition in fine spirits. This year, the company used the bottles of Covete line has renewed its entire product line, which now has packages of bold design, top quality, with more transparency and brightness. For Daniel Góes, Giullians, packaging Covet awaken the consumer's attention, add value and differentiation of the product already in the sales points.
Luxury and art through the glass
Owens-Illinois (O-I), the largest manufacturer of glass containers in the world, presented the exclusive product line Covet, during "vernissage" on Brazilian Sculpture Museum (MuBE), in São Paulo, on October 17.
On occasion, the guests confirmed the beauty and versatility of the line Covet. The launch event was designed to be a real exhibition, "works of art" their own bottles, since the concept and unique design can raise the glass containers to be the object of desire of Brazilian consumers.
The specialist in luxury segments, Carlos Ferreirinha was the special guest of the O-I, who shared relevant information about the growth of Premium and luxury products in Latin America and the opportunities that the segment offers for brands and national companies who decide to meet the consumers of this promising market. According to research conducted by MCF Consultoria in partnership with GfK, until the end of 2013 this sector in Brazil is forecast to more than $ 23 billion.