Crown and SABMiller Launch New Can for World Cup

The new can was devised to reduce queues at bars around the event, with a quicker serving time, without compromising on the drinking experience. The can is fully recyclable, and has been developed exclusively for SABMiller with SAB Ltd as the lead market.

24 May 2010 --- As part of its preparations for the forthcoming FIFA World Cup tournament, The South African Breweries Limited (SAB Ltd), SABMiller plc’s South African subsidiary, is introducing a new innovation in beer packaging.

Developed by the world’s leading metal packaging manufacturer Crown Holdings, Inc. the new full aperture end, the first in the world, allows the entire can lid to be removed, turning the can itself into a drinking cup and removing the need for glassware and draught installations.

The new can was devised to reduce queues at bars around the event, with a quicker serving time, without compromising on the drinking experience. The can is fully recyclable, and has been developed exclusively for SABMiller with SAB Ltd as the lead market.

Maurice Egan, SABMiller’s Group Head of Manufacturing said, “With a predicted 400,000 visitors expected to visit South Africa and an anticipated 4-6% increase in demand for beer, the new can is a timely and practical innovation which has the potential to revolutionise beer drinking at large scale events.”

“Using a combination of Crown’s food and beverage can technology, the new full aperture end provides an exciting alternative to traditional cans and glass bottles that are typically prohibited at stadiums and arenas around the world”, said Chris Homfray, President Crown’s European Division. “Consumers can now drink directly from the container, streamlining the serving process by eliminating the need for pouring beverages into plastic cups. The Event Can also offers many benefits for today’s environmentally conscious consumers. Metal can be recycled again and again and again without loss of or alteration in quality. In addition, the beverage can is the most recycled drinks pack in the world.”