ABInBev: STELLA ARTOIS
Self-Disruption: Maximizing potential through re-imagining the status quo of beverage packaging.
Solutions - Capabilities //
Process Innovation, Cost Optimization, Innovation Workshops, Validation & Design.
Industry //
Consumer goods, Food & Beverage.
Our aim was to encourage a transformative mindset, enabling them to disrupt their own processes and generate fresh value for their consumers.
“Try to apply these disruptive methods to your innovations. They truly brought breakthroughs to us in our ABI world, and now we are seeing that in the marketplace with our consumers”
Brad Weaver // Global Vice President of Commercial Innovation at ABInBev
The GITEC team, part of ABinBev, a global beverage giant, relentlessly pioneers innovative solutions across their vast value chain.
// THE CHALLENGE
As ABInBev's global innovation department, GITEC strives to collaboratively develop innovative solutions for brands and other internal clients, consumers, and suppliers.
However, delivering new value to their extensive value chain poses an ongoing challenge: Beverage packaging is highly limited by factors like speed, cost efficiency, materials, inflexible processes, and supply chains.
This presents significant hurdles to introducing novelty to meet brand and consumer needs. Moreover, insights and solutions proposed by markets, agencies, or commercial experts frequently lack the technical feasibility required for implementation.
Disrupting the status quo
New innovative packaging that stands out on the shelf, and disrupts the status quo of beverage packaging.
// THE APPROACH
The packaging innovation team consistently applied the core principles of Accelerated Design Thinking to harness the potential of packaging as a valuable resource for consumer satisfaction and brand needs.
Through a meticulous deconstruction of every material and component in beverage packaging, they strategically allocate new tasks and functions to existing resources. By creating an extensive database of potential features and linking them to machine capabilities, pack design, material variations, and all relevant specifics, the ABInBev team together with IC3 created a smart system, available to all departments and stakeholders.
This dedicated approach empowers their numerous global and local brands to create feasible solutions that truly enhance value for brands and consumers.
// THE OUTCOME
These innovative attributes mark the initial outcomes of a novel modular production approach, enabling adaptability and scalability for future disruptive packaging solutions.
In 2021, ABInbev introduced its brand-new, stand-out-on-the-shelf exclusive Stella fully enclosed beer packaging, which is a first and one-of-a-kind revolution in beverage packaging.
The new approach to thinking about packaging disrupts the way “it has always been done” and pioneers the following features:
// A distinctive shape with rounded edges.
// An exceptional opening mechanism that reflects the iconic Stella bottle opening ritual.
// An incredibly convenient handle that combines both style and practicality.
// A unique stackable carrying feature, setting it apart as a fashionable and functional packaging solution.
More Featured Work
-
![]()
ABInBev // CORONA EXTRA
Sustainable circular packaging disrupting the beverage industry.
-
![]()
METRO-MAKRO // NWOW
New Way of Working (NWOW) embracing “The New Normal”
