In the workshop the students got a presentation on the history of glass bottles and their position in the market today. The group then got divided into three different groups, with the task of looking into questions of how relevant the glass bottle is for the Coca-Cola brand, where we see the glass bottle being found in 5 years, and to give recommendations on how Coca-Cola should proceed in order to be successful in the glass portfolio.

These questions should be answered by acknowledging 4 different problems that the glass portfolio is facing. These challenges consisted of lower margins, sustainability aspects, increased premium perception of the cans and changing shopping behavior of the consumer because of inflation.

The main task was then to pitch the recommendations to a jury composed of company representatives.

Isabelle Moreau, Key Account Manager, Coca-Cola Europacific Partners Retail Club