Alken-Maes has recently made a significant investment of 4.7 million euros in a new packaging line at the brewery in Alken, Limburg. This investment is part of the brewer’s plan to transition to bottles with a deposit for their Desperados beers, which have been brewed at Alken-Maes since 2020. With Belgian sales rising by 54 percent from 2019 to 2023, Alken-Maes has decided to switch to reusable bottles to meet the demand.
The new packaging line will enable Alken-Maes to handle the entire production process and distribution of Desperados, allowing them to package the bottles themselves. The brewer is encouraging consumers not to insert a piece of lime into the bottles, as it can be difficult to remove and may lead to wastage. In fact, Alken-Maes will now take care of the entire production process and distribution of Desperados, from raw materials sourcing through delivery to retailers.
The transition to reusable bottles has enabled Alken-Maes to ensure that 80 percent of the beer they produce is available in sustainable packaging. This move is a significant step towards reducing waste and promoting sustainability in the beer industry. The new Desperados bottles are already available in stores, with most retailers having made the switch as of March. CEO Marc Josephus Jitta emphasized the importance of this change for the brewery’s sustainability efforts and highlighted how it aligns with Heineken’s global sustainability strategy.