SABMiller logo


Compañía Cervecera de Canarias boosts savings

21 July 2009

New awareness campaign as part of a commitment to the environment

Compañía Cervecera de Canarias encourages
saving through using returnable formats

- The aim is to boost environmentally friendly consumption of the Dorada and Tropical brands through the purchase of returnable bottles.
- CCC has invested around 1,000,000 euro in returnable formats (64% of its production), a figure which is much higher than the average for the Spanish beer producing sector (51%).
- Returnable formats save raw materials and energy, and reduce the environmental footprint and air pollution. 
- The consumer will save between 5 and 6 cents for each return.

Santa Cruz de Tenerife, 17 July 2009. Compañía Cervecera de Canarias is beginning a campaign to raise awareness and inform consumers of the benefits of returnable packaging. Under the slogan No sólo cuidarás el medio ambiente (You won't just be caring for the environment), CCC is encouraging its consumers to contribute to looking after the environment, while noticing a difference in their pockets.

95% of consumers feel environmentally responsible when acquiring a product but only 22% make a purchase that is respectful of it. The extra cost involved in these formats acts as a barrier to the purchase decision. Other factors, such as the arrival of large-scale distribution, have led consumers to lose the habit of acquiring returnable formats in favour of others that are less environmentally friendly. Conscious of this reality, CCC is beginning an awareness campaign to show consumers the advantages of returnable packaging for Dorada and Tropical.

Returnable formats are reused after being put through a washing process. They are more environmentally friendly and their production results in a considerable saving in raw materials and energy, reducing the environmental footprint and air pollution through burning less fuel.  Lowering production costs has a direct effect on consumers, who will continue to enjoy their Dorada and Tropical at a lower price. 

Around four hundred points of sale throughout the Canaries will be participating in this campaign by hanging up posters promoting environmentally responsible consumption. Under the slogan No sólo cuidarás el medio ambiente (You won't just be caring for the environment), consumers are invited to reflect on the benefits of this format compared with non returnables so that they can consciously choose a more ecological and also a cheaper product.

For Compañía Cervecera de Canarias minimizing its environmental footprint is top priority, which is why this year around one million euro will go to purchasing returnable bottles. Compañía Cervecera currently fills 64% of its products using returnable formats-a figure which is far higher than the average for the Spanish beer industry (51%).

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist. 
Note, the news release was first published in its local market on 17-07-09.

Back to news index