Alken-Maes Investing in Sustainable Packaging: Desperados Goes Green with New Reusable Bottles

Alken-Maes, a subsidiary of Heineken, recently invested 4.7 million euros in a new packaging line at their brewery in Alken, Limburg. As part of this investment, the brewery is transitioning to reusable bottles for their Desperados beer. This move is aimed at meeting the rising demand for the beer in Belgium, where sales have increased by 54 percent from 2019 to 2023.

In response to the growing popularity of Desperados, Alken-Maes has decided to switch to reusable bottles in order to reduce waste and increase sustainability. The company plans to release 9 million reusable bottles into the market, encouraging consumers not to insert a piece of lime into the bottles as it can be difficult to remove and may lead to wastage. With this new packaging line, Alken-Maes will now handle the entire production process and distribution of Desperados.

The transition to reusable bottles has been a key part of Alken-Maes’ sustainability efforts. By using sustainable packaging, the brewery is able to ensure that 80 percent of their beer is available in eco-friendly containers. 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 future: “By investing in sustainable packaging solutions like our new reusable bottles, we can continue to grow our business while also making a positive impact on the environment.”