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Behind the scenes: How the Pülleken box came into being

A project begins - When the first sketches appear on the tables in the meeting rooms of the Veltins Brewery and at our offices, it is immediately clear that this is not just about any old crate. It's about Pülleken – a beer that embodies lightness, conviviality, and a fresh brand world. But before the beer even reaches consumers, a very practical question needs to be answered: How do you get the smaller 0.33-liter bottle through systems that are designed for larger Longneck?
Table of Contents
Christian-Uwe Seiler and Eckhard Broer Delbrouck
Veltins bottle cap
Our beer crates

The first challenge

"We can only do this if we bring the bottle up to eye level," recalls an engineer from our development team. The idea sounds simple, but implementing it is not. Because in bottling, every millimeter counts. After many discussions, sketches, and simulations, the solution emerges: a double bottom in the crate that raises the bottles exactly to the required height.

Tinkering, testing, optimizing

The prototypes are lined up side by side in our factory halls. Developers, designers, and technicians constantly walk around the samples, checking, measuring, and discussing. "The box not only has to be sturdy—it also has to fit seamlessly into the brewery's existing processes," explains a project manager. After countless tests on conveyor belts, in filling plants, and with forklifts, one thing is clear: the double bottom delivers what it promises.

From technical detail to brand ambassador

But that was only half the battle. Veltins wanted more: a crate that not only transports bottles, but also showcases its brand world. That's where transparent in-mold film came into play. Designers worked closely with the Veltins marketing team to reflect the lightness of the brand in the look of the crate. "It was important to us that the crate immediately catches the eye on the shelf," says a Veltins representative.

The first finished copy

When the first production-ready crate rolls off the production line, it is a special moment. Employees from Veltins and our company stand together in front of the prototype. They turn it in their hands, insert the bottles, lift it up. A brief moment of silence—then a satisfied nod: "That's exactly how we imagined it."

The result

  • A technical masterpiece that guarantees smooth operation on existing filling lines.
  • An economic advantage, as no expensive modifications were necessary.
  • A visual highlight that presents the Pülleken brand in a modern, fresh, and high-quality way.
  • A symbol of partnership and cooperation between the brewery and the manufacturer.

Looking back – and forward

Today, the Pülleken crate is available in beverage stores, inviting consumers to discover the brand. For us and for Veltins, it is more than just packaging: it is the result of creativity, engineering expertise, and partnership-based collaboration. And it shows how much more a crate can be than just a container—namely, an ambassador for an entire brand.