Alken-Maes has recently invested 4.7 million euros in a new packaging line at the brewery in Alken, Limburg. This new installation allows the brewer to switch to bottles with a deposit for their Desperados beers. Desperados, which was 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. In an effort to reduce waste, the brewer is urging consumers not to push lime pieces into the bottle, as they can be difficult to remove and contribute to unnecessary waste.
With the new packaging line, Alken-Maes can now 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 the implementation in March. By using the new deposit bottle system, Alken-Maes aims to ensure that 80 percent of the beer they produce is packaged in reusable containers, furthering their commitment to sustainability. CEO Marc Josephus Jitta expressed his satisfaction with this update, highlighting the company’s dedication to reducing environmental impact.