Technological Factors

There is a constant that never goes out of trend when the subject is technology - that is change. In an incessantly evolving world, technology has always been kept to its finest and most recent conceptual innovation, practical efficiency, and aesthetic features.

Consequently, it is a crucial influence on the macro-environmental factors affecting the beer industry.

Innovation, Efficiency & Aesthetic

Image 21

Beer bottles were made of thicker glass and had a bulkier structure.

Imaeg 22

Nowadays, the model is slimmer and more aesthetically pleasing to look at.

Moreover, these changing factors relate to factors that create new products and market opportunities or threats.

If companies don't react to these changes in the market they put themselves at risk of being at the feet of competitors. The differences shown In the pictures above show more than just aesthetics.

They also show:

Innovation - reduction of raw material used and sustainability.

Efficiency - bottles are not as heavy and are easier to grasp around.

The adoption of modernized production processes due to technological advancements has played a central role in the increment of brewing efficiency. This has seen companies such as Heineken reduce the cost of production and also increase the efficiency of managing vast networks across the region.

These advancements in technological factors are implemented and contribute to a positive impact on the environment. This is through decreasing carbon footprint emissions, promoting less usage of water, and ensuring that the raw material used is sustainable.

Image 23

‘Big fight in a Mini business’: Super Bock glosses Portuguese beer battle with SagresUnicer’s innovation head explains how adding pull-off caps to 200ml ‘Mini’ beer bottles allowed the Super Bock brand to win back market share from Portuguese rival Sagres in the late 2000s.

Innovation also looks like not having to carry a bottle opener everywhere one goes and saving on space with these miniature versions. This practicality as seen is the conqueror of the laid-back generations, as it offers an easy means of access to the alcoholic beverage. This emphasises days at the beach or parties when consumers want something quick to open that will fulfil the job at refreshing.

Information taken from :

https://www.beveragedaily.com/Article/2014/10/31/Big-fight-in-a-Mini-business-Super-Bock-s-beer-battle-with-Sagres

https://www.grin.com/document/428634

Old bottle image 21: https://www.google.com/url?sa=i&url=http%3A%2F%2Fgarrafaspirogravadas.blogspot.com%2F2013%2F02%2Fvisoes.html&psig=AOvVaw3DRzl35zrSB9OVYHsw04hg&ust=1619087647530000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCJjUgNqRj_ACFQAAAAAdAAAAABAJ

Recent bottle image 22: https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.sisab.pt%2Fnoticias%2Fsuper-bock-group-firma-acordo-para-expandir-na-china%2F%3Flang%3Den&psig=AOvVaw00V_2y_x7W9h-qyUABGDU_&ust=1619087715737000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCICB9PWRj_ACFQAAAAAdAAAAABAD

Mini bottle image 23: https://www.beveragedaily.com/Article/2014/10/31/Big-fight-in-a-Mini-business-Super-Bock-s-beer-battle-with-Sagres