Ball Creates Cider Can for Young Adult Market

A beverage can does, and an on-the-go package is ideal for the mobile, trendy target group," said Kuhn.

10 Sep 2009 --- Ball Packaging Europe is helping a German cider company bring its product to a younger market by packaging it in a half-litre can.

Bembel-with-care was set up by students Bendikt Kuhn and Kjetil Dahlhaus in 2007 with the goal of attracting young people to cider, and was initially sold over the internet in five-litre cans.

"Young people in Germany consider cider to be uncool, due to the fact it is still presented in a form that holds little appeal for them. A beverage can does, and an on-the-go package is ideal for the mobile, trendy target group," said Kuhn.

Ball is producing a matte-lacquered can that contrasts with the traditional brown bottles that the Apfelwein product typically comes in. "The can leaves us enormous scope for design. It looks modern, classy and innovative thanks to the matt finish process used," said Kuhn.

Since August, the cans have been available in petrol stations and convenience stores in the company's home region of Hesse and is being promoted nationwide via the internet.

Cider is exempt from Germany's deposit scheme, but can be processed through the Green Dot recycling system. Around 90% of drinks cans in Germany are recycled.

The cider is produced by winemaker Krämer. Managing director Stefan Krämer said: " I am quite convinced that due to its design and appearance this product will attract non-cider drinkers to cider."

The name Bembel refers to the stone pitcher that cider was traditionally sold in.