Alken-Maes, the brewery in Alken, Limburg, has recently invested 4.7 million euros in a new packaging line that allows them to switch to bottles with a deposit for their Desperados beers. This update comes in response to the 54 percent increase in Belgian sales from 2019 to 2023 and the company’s commitment to sustainability.
Desperados, 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 order to reduce waste, Alken-Maes 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 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.
