Can with full aperture end launched in China
Brewer Anheuser-Busch InBev (AB InBev) has teamed up with can maker Crown to launch a new packaging format in China.
Chinese consumers will be saying ‘gan bei’, the equivalent of the “Cheers!” toast in the US, while enjoying Budweiser in a can that features a full aperture end.
The new 200 diameter end was developed by can maker Crown specifically for this project and represents the first commercial application of full aperture ends in Asia.
Branded the 360 End, the innovation allows the entire can lid to be removed, turning the can itself into a drinking cup.
The 150ml package will go on limited release in China, with nightclubs and the popular karaoke scene as primary end-use targets.
“China has overtaken the US as the world’s largest beer market, and younger consumers represent a large part of the country’s consumption of 40 billion litres of beer each year,” says Ricardo Dias, vice president of procurement for AB InBev APAC. “The ‘gan bei’ can is a brand new product with a very specific goal: enhancing the drinking experience for Budweiser consumers, who have increasingly sophisticated taste. The unique size, ultra high quality graphics and full aperture end will also reinforce the positioning of Budweiser as a premium brand for aspiring and affluent Chinese consumers.”
The 360 End is produced using a combination of Crown’s food can and beverage can technology. The company’s global operations provided support for the AB InBev application, with the ends being produced in Asia and converted in the US. The container is currently produced in Europe with final filling taking place in China. After the initial launch, production will be based in China.
“Crown remains committed to partnering with its customers and bringing packaging innovation to market that helps build their brands,” adds Robert Bourque, Crown’s vice president of beverage cans, Hong Kong/China. “We worked closely with AB InBev to adapt the 360 End for the Chinese market and leveraged our global capabilities to make it possible.”