Coors goes plastic

Coors is launching a new range of plastic glassware' that the brewer says is the cheapest yet and the closest to the conventional pint glass.

The "virtually unbreakable" branded plastic glasses, for Coors' Grolsch, Carling, Carling Extra Cold and Coors Fine Light lagers, have many of the hallmarks of standard pint glasses, the brewer said.

This includes a nucleated base that stimulates bubbles and helps to maintain a decent head on the beer.

Coors said the plastic range retails at about one-third of the price of toughened glassware, and costs about the same as a regular glass.

Mark Hunter, Coors' marketing and international development director, said the range was developed for venues that might have to scrap glass for safety reasons if their licensing authorities say so when they take control of licensing.

"Factors such as the licensing laws meant we needed to come up with a form of plastic glassware that was both safe and strong. An additional challenge was to make sure that the beer still looked and tasted great. By introducing the same nucleation process to plastic as is used in glass we are achieving that goal," Hunter said.

"This is the first time in the UK that nucleation has been achieved through plastic. The glasses are also embossed with our brand logos, adding to the overall quality feel."

Several pubcos have scrapped glass containers at certain venues in the past year or so, such as Yates Group and JDW.