Crown arms Brazilian mineral water brand with metal cans for boosted recyclability
08 Aug 2022 --- Crown Embalagens Metálicas da Amazônia S.A., a subsidiary of Crown Holdings, has partnered with Brazilian beverage producer Socorro Bebidas (Socorro) to extend its line of mineral water to infinitely recyclable beverage cans in Brazil.
The brand, Acquíssima, is currently available in supermarkets across Brazil in two stock keeping units: personnalité (natural mineral water) and passion (carbonated mineral water). Both units are now available in 355 ml sleek cans to support a premium, modern image.
“Beverage cans offer the convenience, durability and recyclability that are priorities for our brand and customers and enhance the quality and appearance of our products,” says Maurício Cruz, commercial director at Soccoro.
Brazilian aluminum hype
Over the last decade, still packaged water consumption in Brazil has increased by 105% per capita and continues to take market share from tap and bulk water, according to Crown.
This demand growth has given local beverage producers an opportunity to diversify their brand portfolios. Many are exploring how to bring these products to market while supporting environmental sustainability.
Canpack also recently announced that it is investing BRL710 million (US$140 million) in a new production facility in Poços de Caldas, in the state of Minas Gerais, Brazil, to increase its manufacturing capacity of aluminum beverage cans.
Socorro says supporting national consumer demand growth was important to the brand since it claims to have a robust social responsibility program in place.
Beverage cans ideal for water?
Beverage cans have multiple inherent environmental sustainability benefits, including providing a powerful barrier against light and oxygen, which will keep the water in the same fresh condition as when it was canned.
In addition to its functional benefits, aluminum cans are 100% and infinitely recyclable, making them suitable for the circular economy.
Still packaged water consumption in Brazil has reportedly increased by 105%.
While Brazil already enjoys a high recycling rate for aluminum cans – consistently over 95% – the country recently joined the Every Can Counts initiative to advance recycling further.
The regional campaign, called Cada Lata Conta (Portuguese for “Every Can Counts”) and led by Abralatas, will utilize public education and other activities to transform the way consumers think about recycling beverage cans.
“We have enjoyed a long relationship with Crown, having worked together to package several of our other products,” says Cruz.
“When it was time to determine the best format for the Acquíssima brand, they were a natural resource. This is entry into the water market and the Crown team provided the guidance and knowledge our team needed.”
Sleek cans
The sleek cans also include a matte varnish, adding a touch of elegance to the package and helping it stand out on store shelves. The matte varnish was applied to the full body of the can to help boost a premium look and feel to attract consumer attention.
“Beverage cans are an ideal format for water brands thanks to their sustainability credentials, portability and ability to keep the product colder for longer periods of time,” adds Altair Frulane, commercial director at Crown.
Meanwhile, the European Commission (EC) has imposed a fine collectively totaling €31.5 million (US$32 million) on metal packaging giants Crown and Silgan for participating in a cartel that broke EU antitrust laws through sales of metal cans and closures in Germany.
The breaches occurred over three years, from March 2011 until March 2014, when the EC claims an individual employed by a German subsidiary of Silgan, who retired in 2017, exchanged historic annual overall unit volumes for the previous year for metal closures and supplied them to certain customers in Germany with Crown.
By Natalie Schwertheim
