Honest Material, Clear Vision
Interview with Joachim Böttiger, Board Member of Verallia Deutschland AG
The material glass is highly topical. In times of climate change, energy crisis, and debates about packaging, this material is in the spotlight: infinitely recyclable, taste-neutral, durable. But how is climate-friendly production possible when energy is expensive and skilled workers are scarce? Board member Joachim Böttiger explains why glass has a future, how Verallia Deutschland AG in Bad Wurzach is tackling the transformation – and what political frameworks are necessary for it.
Wirtschaftsforum: Mr. Böttiger, many consumers see glass as a sustainable packaging material. Is that justified?
Joachim Böttiger: Yes, absolutely. Glass is an honest material: it does not release anything to the contents, is infinitely recyclable, and can be reused without loss of quality. From each bottle, a new bottle is made – it's a cycle. At the same time, there is no migration of substances into food, which makes glass especially safe. The challenge lies in the energy-intensive production process. Therefore, we invest in innovations and consistently use recycling: our centers collect and process waste glass, which flows back into the production process as cullet. The higher this proportion, the lower the energy consumption – this is how a lived circular economy works.
Wirtschaftsforum: Let's look to the past: How did Oberland Glas become Verallia?
Joachim Böttiger: The company was founded in Bad Wurzach in 1946 – because there were both energy sources and raw materials available. From the 1950s, the company grew through acquisitions, followed by the IPO in 1988. In 2010, following the withdrawal of the owning family, the company was renamed Verallia. Today, we are part of an international group, which gives us access to capital, technologies, and markets, strengthening us for the future. Verallia is now the European market leader and number three worldwide in glass packaging – this industrial strength has a direct impact on our German sites. At the same time, we serve about 10,000 customers worldwide, from small regional bottlers to globally operating corporations. This makes us deeply rooted in individual regions as well as excellently connected internationally.
Wirtschaftsforum: How is Verallia Germany positioned today, and what technologies are you using to drive transformation?
Joachim Böttiger: We operate four plants in Bad Wurzach, Neuburg an der Donau, Wirges, and Essen with around 1,300 employees. Demand is stable, as glass is particularly needed in the food and beverage industry. Nevertheless, we feel the impact of inflation, high energy costs, and changing consumer behavior. To remain future-proof, we invest broadly in technology: In Essen, a melting tank runs with a high hydrogen content, while we are concurrently testing fully electric tanks like in France. Additional efficiency measures include waste heat recovery, batch preheating, a higher proportion of cullet in the melting process, and investments in renewable energies, such as participating in a wind farm. Our product development also contributes: Lighter bottles save raw materials and energy in melting and reduce transportation weight and CO2 emissions. Over millions of bottles, these effects add up significantly – a good example of practical sustainability and a real win-win situation for producers and consumers.
Wirtschaftsforum: You have frequently criticized the German energy transition – what exactly are your criticisms, and what do you expect from politics?
Joachim Böttiger: It's about honesty. We have made energy more expensive without significantly reducing CO2 emissions. Coal-fired power plants are running stronger, the electricity has become 'dirtier', and as an energy-intensive company, we have to buy significantly more certificates than before. At the same time, we are competing with countries whose nuclear energy is considered 'green'—a clear disadvantage. I wish for a sober analysis from politics: Has the energy transition really achieved its goals? And if not, countermeasures are needed. This includes secure, affordable bridge technologies such as modern gas power plants and a clear perspective for hydrogen. What we do not need is the expansion of unstable structures without network security. Security of supply, climate protection, and competitiveness must be considered together.
Wirtschaftsforum: What significance do corporate culture and employees have for Verallia?
Joachim Böttiger: Our culture is based on clear values: teamwork, personal responsibility, results orientation, and respect for people, environment, and laws. Sustainability is not a marketing tool but has always been a practical reality—glass has always been a clean product. We want to promote diversity and inclusion more strongly, not only with a focus on gender issues but also by integrating people who have had little chance in the job market so far. However, our employees themselves are decisive: Turnover is extremely low, many are 'glassmakers' by passion, and this identification makes us strong. At the same time, we are facing a generational change—the baby boomers are retiring, and their knowledge must be secured. Therefore, we invest not only in technology but also in training, safety, and modern workplaces. Automation and more attractive activities play an important role in this. Thus, we combine a responsible corporate culture with the development of the workforce and ensure that we remain capable and attractive as an employer in the future.
Wirtschaftsforum: Digitalization and AI: Opportunity or Hype?
Joachim Böttiger: Both. In production, they offer enormous opportunities: Our machines deliver second-to-second data that we have only used to a limited extent so far. AI can recognize patterns, prevent errors, and optimize processes. Transactional activities will disappear, demanding tasks will remain. But machines cannot replace decisions made with human intuition. Especially the combination of data-driven analysis and human experience makes the difference.
Wirtschaftsforum: What are the biggest competitive advantages of Verallia – and what vision do you pursue for the coming years?
Joachim Böttiger: First, our product itself: Glass is indispensable and a true everyday commodity. Furthermore, our customer proximity – we develop new designs and solutions with our partners, from classic beer or wine containers to premium editions and innovative returnable solutions. Equally important are our reliability in terms of quality and delivery capability, and our employees, who produce glass with conviction and pride. On this basis, we want to shape the future: step by step towards CO2-neutral plants, with smart and digitalized processes and as an attractive employer. We want to further expand circular economy and recycling – through higher cullet ratios, returnable solutions, and close cooperation with our customers. Glass is inherently sustainable, and we want to make it a genuine packaging of the future.
Wirtschaftsforum: Personally asked: What drives you?
Joachim Böttiger: Glass is a meaningful product for me – and I want industrial value creation to stay in Germany. A strong middle class is the foundation of our prosperity. Only successful companies can invest, secure jobs, and pay taxes. That is my daily motivation: to create something with glass that people need – and that has a future.