A new can takes shape for Australia's beer market

01 Dec 2003

In a first for Australia, Amcor has introduced a new shaped VB 375ml can for Carlton & United Breweries (CUB). CUB has recently launched a new "Limited Edition Shaped Can" to coincide with the 2003-04 VB Series One Day Cricket Internationals between Australia, India and Zimbabwe. This exciting new innovation follows Amcor's announcement of the introduction of Ezi Drink Can, featuring the new 202 SuperEnd earlier this month. Following negotiation of a technology licensing agreement with Crown Cork & Seal, Amcor announced in January this year its plans to commence production of shaped cans in Australia for use in the beer, alcohol premix and soft drink markets.

Amcor has installed the new shaping equipment at its Beverage Can plant at Rocklea, Queensland with capacity to produce up to 25 million shaped cans per annum. The VB Cricket Shirt Shaped Can has been designed with a unique embossed Australian One Day Cricket Internationals shirt, with individual players' numbers on one side and an embossed VB logo on the other. Twelve different shirt variations are being produced and the shaped cans will appear in specially designed 12 pack cartons each containing a combination of players. Amcor combined with CUB and the external brand and design specialists, Igloo Marketing, to develop the can design. The new can provides a high degree of tactility and differentiation compared with the current 375ml VB can and provides a strong association between the VB brand and the annual VB Series One-Day Cricket International competition.

Mr Darryl Roberts, Group General Manager Amcor Beverage Cans said, "Our decision to introduce shaped-can technology into the Australian market is based on our commitment to provide innovative packaging solutions that grow our customers' businesses." "The VB Cricket Shirt Shaped Can is the result of us working closely with CUB to come up with a new and exciting packaging product to create added value within the highly competitive beer market," Mr Roberts said.

To manufacture this new product, the can is printed first and then run through a highly specialised shaping machine which forms the finished shape using the force of hot air pressure against a specially designed metal mould. Symmetrical and assymetrical shapes may be formed, allowing for a high degree of differentiation between product concepts. Amcor is confident its shaped can-making capability will present many other opportunities for customers to clearly differentiate their brands in both the Australian and international beverage markets, in a similar way to CUB's new VB Cricket Shirt Shaped Can.