Aluminum bottle goes down under.

Crown Lager from roster's Group Ltd. is described as Australia's original premium beer with a rich history. According to the roster's Web site (www. fosters.com.au), "The brand's understated elegance has seen it emerge as an icon--a classic in its own right."

How will Australians react to roster's tampering with an icon as Crown Lager debuts in aluminum bottles?

"We waited to launch our Crown Lager in aluminum bottles until just the right time," Paul Gloster, consumer solutions manager, roster's Australia, says. "We celebrate Christmas and New Year's under the summer sun here in Australia, and we wanted to introduce our premium brew in its unique new packaging at the height of the holiday season."

CCL Container of Hermitage, Pa., the same company that created the first aluminum crown beer bottle for Pittsburgh Brewing Co., makes the bottles for roster's.

Ed Martin, CCL vice president of sales and marketing, says, "roster's considered other on-premise package options, including PET and shaped cans, but ultimately decided that our aluminum bottles offered the unique shape, upscale look and distinct style that would enhance the premium image of Crown Lager,"

Amcor Australasia assisted with the logistics and distribution of the COL Container bottles, which were manufactured in North America.

Gloster says the new bottles look great and keep the beer cooler longer.