Specialist plastics packaging technology business Petainer ( appointed Peterborough-based marketing and public relations consultancy Smye Holland Associates ( to helpdemonstrate its new draught beverage container – an environmentally-friendly and economical alternative to metal kegs – at this year’s European Brewing Congress (EBC) in Glasgow, Scotland.

Petainer’s lightweight beverage container, manufactured in recyclable PET (PolyEthylene Terephthalate), is designed for one-way use and is available in 15, 20, 30 and 40 litre sizes with one-way, low cost Micro Matic compatible fittings.

Smye Holland Associates (SHA) currently manages Petainer’s marketing communications and media relations work. To date SHA has managed, planned and produced Petainer’s marketing communications strategy, a multilingual website, literature content, media relations, advertising and copy writing as well as planning and managing exhibitions such as EBC.

Smye Holland Associates, together with t2 studios (, created a platform to bring Petainer’s products and brand to life at EBC.

A modular stand that can be easily transported and broken down and rebuilt to suit individual floorspace was used. This cost effective strategy means the stand can be used again but take on a different appearance.

As well as managing the design, layout and construction of the exhibition stand, SHA produced product and corporate brochures for Petainer to ensure any potential customers visiting the stand were well informed. The literature also added that quality finishing touch to Petainer’s overall brand identity at EBC.

Petainer CEO Nigel Pritchard, who was present at the EBC for much of the duration, commented: “Since starting to work with Petainer a little over a year ago, SHA has assisted Petainer in building a marketing communication platform, creating relationships with potential customers as well as penetrating new markets. The management and organisation of Petainer’s stand at EBC was excellent and our brand identity was especially strong.”

Mike Holland of Smye Holland Associates said: “EBC is an international exhibition and it was important that Petainer had a strong presence there. Petainer was able to demonstrate its new products to around 700 industry delegates who travelled from all over the world to listen to and view recent developments in the brewing, malting and related industries. We are looking forward to continuing to work with Petainer in the future.”