BrauBeviale 2019: A renaissance of aluminum gives rise to a “can-vas” of new colors, shapes and sizes
19 Nov 2019 --- As the beverage market diversifies into new types of soft drinks, wellness infusions, non-alcoholic drinks and flavored waters, the packaging world shows no shortage of innovation. The aluminum can, which has been popular in beer and soft drinks for decades, is expanding its reach into flavored water, coffees and wine. The expansion of aluminum throughout the beverage segment can be attributed, in part, to its versatility in design, shape and size while the material is achieving impressively high recycling rates in Europe. PackagingInsights reports from the show floor of BrauBeviale 2019 in Nuremberg, Germany, where the explosion of new beverages is pushing packaging NPD to new levels of design appeal and consumer engagement.
Aluminum can manufacturer Ball highlighted the myriad of design possibilities on cans with an art installation called The Collection at its stand. “We talk about the 360 of cans, the fact that it’s a ‘can-vas,’ so we’ve integrated these onto canvases in a gallery. We try to give inspiration to designers so that they can wow consumers,” says Ana Neale, Director, Marketing & Strategic Planning at Ball. Each design in the “gallery” represented a unique feature. Cans with photochromic ink that changes in the light, or thermochromic cans which change with temperature were featured among the various designs.
Temperature-sensitive cans produced by Ball reveal secret messages when chilled.Interact with your packaging
Other features of the cans included tactile printing for a unique touch, glow in the dark ink and high definition printing. Ball also showcased ways that brands can interact with their customers, using the can as a medium for communication. Hidden messages or offers that appear with a change in temperature or light are one example. Another includes “scan the can,” a type of can that can be scanned without a QR code, so it does not detract from the branding, notes Neale.
Crown Packaging also displayed a wide array of can design possibilities, developed to suit mainstream and non-traditional uses of cans. On display, Crown showed beverages for holistic health, beauty beverages with added collagen and even a hybrid mixture of wine and beer called Athena Purple presented in a can.
“This is a very challenging market and we need to be ahead of innovation,” says Veronique Curulla, Marketing & Business Development Director at Crown Bevcan Europe & Middle East. “We have our own inhouse facility with a studio and the team is working to develop new inks and ways to decorate cans differently.”
Crown’s tactile cans created through embossing, inks which glow in UV lights, and special printing plates for additional fine detail were some of the products on display.
Uniqueness takes off
Ardagh copper and white topped shells.
Crown also showcased a series of cans sporting unique yet similar patterns. “We have developed the possibility to mix designs on a palate which we call Accents. You can have up to 24 different designs on the same palate to make patterns that look similar but are not exactly the same,” explains Curulla.
Taking uniqueness and personalization to the next level, Eshuis specializes in a packaging sleeve which can allow every can or bottle to have a unique look. “The sleeve also works for personalization,” Roy Schoemaker, Account Manager at Eshuis tells PackagingInsights. “A few years ago we produced unique Coca-Cola labels, using the sleeves to print individual names on bottles together with MCC." In the limited-edition space, Eshuis is now working on a label that consumers can peel off and re-stick into a bow for the holiday season, set to debut in Japan.
Advancements in size and functionality were brought to the forefront with the Ardagh Group. Adriana Esocbar, Product Manager at Ardagh, presented the release of a 187 ml can to address the growing demand for wine in a can. The quantity perfectly measures one fourth of a bottle of wine. The move of nitro technology into canned cocktails gives a buzzing fizz upon opening and a cascading effect when poured into a glass.
In June, Ardagh’s Nitro Can was adopted by UK cocktail mixer company Funkin Cocktails in a collaboration that saw a novel range of RTD nitro canned cocktails hit the shelves.
Interactive Christmas bow packaging by Eshuis for Coca-Cola.“When the consumer opens the tab, the activation of the product starts. When you pour it in a glass you see the effect of the product slowly cascading,” Escobar demonstrates. Copper and white topped shells rounded out Ardagh’s offerings at BrauBeviale 2019 for beverages with brand appeal. Earlier this year, the company increased the production of its beverage can ends and tabs by 10 percent at its Valparaiso plant in Indiana, US. The move addresses the growing demand for attractive and highly-differentiated can packaging in North America.
In a competitive market for shelf appeal, cans are diversifying as much as the beverages inside them. “We’ve seen a big burst in terms of coffee, kombucha and craft beer. There’s a lot more coming into cans in different categories. What we’re trying to show here is that so much is possible with a can,” concludes Neale. With its sustainability appeal, cans with bold designs, personalization and opportunities for engagement are on trend.
About BrauBeviale
Between 12 and 14 November 2019, BrauBeviale became the focal point of the international beverage industry. Around 40,000 trade visitors including some 18,000 from outside Germany, traveled to what is widely regarded as the most important international capital goods exhibition for the beverage industry. With 1,088 exhibitors, 54 percent from outside Germany, the exhibition provided an opportunity to learn all about the beverage manufacturing process chain: high-quality raw materials; innovative technologies and components; efficient and sustainable packaging; and creative marketing ideas. Once again this year, the exhibition had the key theme of “Future viability of the beverage sector.”
By Missy Green
