This year speculation around the world says that steel may regain an appreciable part of the beverage can market it lost to aluminum-thanks to steel's favorable costs. European trend may presage a similar shift in the U.S. in the next few years.
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"Everything about it is contemporary and forward-thinking, from the design of the package to the taste itself." That's what Bacardi Imports' director of marketing Alfredo Piedra has to say about Bacardi Lim*n, a 70-proof clear citrus rum that rolled out nationwide last month with more than $11 million in advertising and marketing support.