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Pago: cult in the green bottle
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Pago: cult in the green bottle
The secret of Pago is no secret at all: in every one of the unmistakable green bottles there is nothing but pure fruit. Today that in it itself is nothing special anymore, because Smoothies and fruit juices in all variations are now part of everyday life. But the Pago success story does not begin in this millennium - but in 1888.
No artificial aromas, no preservatives, colouring agents. A bottle of Pago is pure fruit, only in fluid form. And - thanks to the unmistakable green cult bottle with the yellow cap - almost everybody knows Pago. Because the foundation for what today is part of modern lifestyle as Smoothie & Co. throughout the world, was actually already laid by Jakob Pagitz senior as early as 1888.
In its beginnings the company produces soda water in Klagenfurt, Austria. In 1900, for the first time, soda water is mixed with apple juice and blackcurrant juice to produce lemonade. New technologies also enable new product innovations. Now the range can be gradually extended: carrot juice, black radish juice and beetroot juice are added. In 1920 Jakob Pagitz junior then enters his father’s company and sees the sense of healthy nutrition. The Jakob Pagitz "Süssmosterei" (apple juice factory) is founded. Fruits such as strawberries and blackcurrants are home cultivated, while the more exotic ones are brought to Klagenfurt from all over the world using special transporters. This enables lemons from Sicily, oranges from Israel and bilberries from Poland to arrive in Austria freshly picked - and production grows and grows.
A brand is born
In 1930 Jakob Pagitz then begins with the production of pure fruit juice under the company name "Flüssiges Obst" (liquid fruit). The company’s own vehicle fleet ensures very effective distribution of the fresh products and the main customer is initially the catering and restaurant trade. What the juices, filled in modern glass bottles, still now require is an international brand name. "Pago" is born: created from the first three letters of the company founder’s name and the first letter of "Obst" (fruit). In October 1949 the brand name is registered at the Austrian Patent Office, and in the 50s the innovative company opens distribution centres in all the country’s major cities such as Salzburg, Graz and Vienna. In the 60s they start placing their faith in advertising for the first time, and for an increasing number of people Pago becomes part of everyday life. In 1977 the range has grown to 60 different varieties.
Pago conquers the world
From around 1980 Pago then also begins to conquer the food retail trade. The striking green bottles are now also to be found on supermarket shelves and, as a result, the range is no longer solely restricted to the restaurant and catering industry. In order to ensure a successful market entry across the rest of the world the packaging is given a new design: the green glass bottle with yellow cap and red logo becomes an unmistakable trademark of Pago. According to the manufacturer, green glass offers the best protection for valuable ingredients contained in fruit juice. The flavour and natural colour of the fruit juice are also said to be preserved longer than in a transparent bottle.
In 1990 Pago spreads across the whole of Europe and enjoys increasing popularity in Spain, Slovenia, Scandinavia, Great Britain and numerous other countries. In order to take even more effective account of consumers’ drinking behaviour, Pago develops new container sizes: 0.2 litres, 0.35 litres and 0.75 litre bottles.
In PET for the first time
In 2002 Pago is represented in 16 countries across Europe, in 2004 the company enters the new markets of Eastern Europe such as Hungary, the Czech Republic, Slovakia, Ukraine, Russia, Bulgaria, Lithuania, Estonia and Kazakhstan. In 2005 a further milestone is set: "Pago-to-go". The PET bottle is introduced. Pago gradually becomes a world brand and is at home in 30 countries. New trial markets are created in the Middle East, North Africa, the USA and Japan. In 2006 the PET bottles then receive a new design and the new Pago "squirt" bottle complements the PET range. This is followed in 2007 by the introduction of the Smoothies: now the issue is whole fruit in a bottle. The two varieties are filled in the traditional 0.2-litre Pago glass bottles.
Limited Editions
As is befitting of genuine cult brands, in 2008 Pago too develops its first Limited Edition bottle, which is presented in a new look: the label and cap are silver coloured. Also successful is the new 330-ml PET range for the "On the go" sector. This range is now complemented by a 500-ml PET apple spritzer. As the company announces, from fruit cultivation to supply, the products are subject to 150 quality controls. Today, Pago is present in more than 40 countries and as a member of the Brau Union AG companies is part of the Dutch Heineken Group. In the 2009 financial year the company registered worldwide sales of 64 million litres (227 million bottles) and achieved sales of EURO 102 million.
At Pago the same, Pago-typical design bottle is used for both disposable as well as returnable bottles. While returnable bottles are filled in crates, the disposable versions are stacked on trays which are then foil-shrunk. The company decided on the twist-off cap for easier bottle handling when opening in order to remove the need for a "tool" and offer a larger pouring spout or drinking opening. Re-sealability and vacuum control thanks to "plopping" are further advantages. This year a Bag-In-Box system and the 1.5-litre PET bottle were further market introductions.
