Smurfit Kappa supports brewery to overcome Amazon packaging challenges

Smurfit Kappa’s work with the Cotswold Brew Co has delivered packaging which has reduced its costs, improved the supply chain, and supported growing demand for the Hawkstone brand.

The Gosport team at Smurfit Kappa was taken on to produce Amazon certified beer packaging which needed to excite customers and leave a lasting positive impression.

Hawkstone is a brand developed by Cotswold Brew Co. who have been customers of Smurfit Kappa since November 2021.

Rick and Emma at Cotswold Brew Co. teamed up with broadcaster Jeremey Clarkson to create Hawkstone Lager. Clarkson committed himself to cultivating his malting barley on his Cotswolds Farm, Diddly Squat Farm, and was determined that it should be put to good use. Rick and Emma were introduced to Clarkson through the landlord of their local pub, and they soon realised they all had a commitment to supporting local agriculture.

Cotswold Brew Co. went to the team at Smurfit Kappa Gosport when they needed beer packaging for Hawkstone, and one of the key requirements was a supplier that could withstand the supply demands of a rapidly growing brand, without compromising on quality or service. Hawkstone needed delivery boxes which could withstand the rigours of the national courier network and protect the Hawkstone lager during its journey to the customer.

Amazon has very strict requirements for packaging of products sold through the site. Hawkstone’s original packaging was an outer box with assembled dividers, and this was not suitable for Amazon sales.

Smurfit Kappa’s dedicated team, which know how to navigate Amazon’s packaging guidelines, based at our new International Safe Transit Association (ISTA) certified lab, redesigned their beer packaging to meet the strict requirements of Amazon, and tested it at the ISTA lab, ensuring it was fit for purpose and meets the challenges of the ecommerce supply chain.

The new solution was made up of two inserts which suspended the beer bottles away from each other and the outer packaging while in transit. Following testing in the ISTA lab, the beer packaging solution sailed through the strict testing requirements and could be used for shipping products via Amazon without any additional costs. Not only that, the packaging was also Frustration Free Packaging compliant, which means the packaging is recyclable and comes without excess packaging materials.

Previously many boxes were being damaged in transit which meant that customers weren’t receiving their orders in a timely fashion and replacement orders and repeat courier fees were costing the brewery in excess of £20,000 a month. After testing at the ISTA lab, the packs are now Amazon ISTA 6 Compliant.

Smurfit Kappa Gosport work has led to a two-year supply agreement for Hawkstone lager courier boxes for Amazon.

Related content