Anheuser-Busch has launched Budweiser in premium metal packaging featuring a full aperture end.
The new 200 diameter end was developed by Crown Holdings, Inc. specifically for this project and represents the first commercial application of full aperture ends in Asia. Branded the 360 EndTM, the innovation allows the entire can lid to be removed, turning the can itself into a drinking cup.
The 150ml package is slated for limited release in China, with nightclubs and the popular karaoke scene as primary enduse 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 Anheuser-Busch.
“The ‘gan bei’ can is a brand new product with a very specific goal: enhancing the drinking experience for Budweiser consumers. 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 Anheuser-Busch InBev application, with the ends being produced in Asia and converted in the United States. 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,” says Robert Bourque, Crown’s vice president of beverage cans, Hong Kong/China.
“We worked closely with Anheuser-Busch InBev to adapt the 360 End for the Chinese market and leveraged our global capabilities to make it possible.”
The 360 End™ is 100 percent recyclable.
For more information:
Visit: www.crowncork.com
