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Article | May 28, 2010
Soccer fans may get a kick out of new beer can
SABMiller to introduce a can with a full-aperture end for the World Cup tournament. It’s recyclable, and it transforms the can into a convenient drinking cup.
From at-home dispensing systems to high-definition images printed directly on the can, beer packaging is beginning to flex its innovative muscle. South African Breweries Ltd. (SAB), SABMiller plc’s subsidiary in South Africa, is adding yet another twist.
To commemorate the upcoming FIFA World Cup soccer tournament, SAB is rolling out a new can with a full-aperture end. This advancement, which Crown Holdings Inc. developed, enables consumers to remove the lid, thereby transforming the can into a drinking cup. The can’s purpose is to reduce lines at bars around the event by shortening serving time, without compromising on the drinking experience, the brewer said.
SAB says the new can is fully recyclable.
Consumers at large-scale sporting events around the world often express frustration with long concession lines. SABMiller’s beer can is the type of innovation that just might ease the wait, while also enhancing user convenience and paying attention to waste and environmental concerns.
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