Alken-Maes has recently invested 4.7 million euros in a new packaging line at their brewery in Alken, Limburg. This new installation allows the brewer to switch to bottles with a deposit for their Desperados beers. Desperados, first brewed in France in 1995, quickly became a popular choice and eventually ended up being produced by Heineken, the parent company of Alken-Maes. Over the years, various variants of Desperados have been introduced to the market.
In response to a 54 percent increase in Belgian sales from 2019 to 2023, Alken-Maes has made the decision to switch to reusable bottles for their Desperados beer. The company is urging consumers not to push lime pieces into the bottle as they can be difficult to remove and contribute to unnecessary waste. By using reusable bottles, Alken-Maes aims to reduce waste and further their commitment to sustainability.
The new packaging line allows Alken-Maes to handle the entire production process and distribution of Desperados in-house. The reusable bottles are already available in stores, with the majority of retailers having made the switch since March. By using a deposit bottle system, Alken-Maes aims to ensure that 80 percent of the beer they produce is packaged in reusable containers. CEO Marc Josephus Jitta expressed his satisfaction with this update, highlighting the company’s dedication to reducing environmental impact.
