Drinktec 2022: Ardagh Metal Packaging shines light on beverage can customization

13 Sep 2022 --- Ardagh Metal Packaging is spotlighting its customizable technology, Highend, at Drinktec 2022 in Munich, Germany. Live from the show floor, PackagingInsights speaks to Johanna Gasson, the company’s communications manager, to learn about the latest metal can manufacturing industry trends.

“Brands can extend the design of the can over the entire package and make it flow seamlessly using the Highend technology. We also have a new partnership announcement coming up in October,” Gasson says. 

The technology allows high-quality decoration in CMYK (cyan, magenta, yellow and key) colors on the entire shell surface, meaning brands can highlight, customize and differentiate their cans with maximum visual impact.

Customization allows high-quality decoration in CMYK colors on the entire shell surface.The Highend series is flexible to brands’ changing needs and can offer customization starting from small runs. Depending on a client’s standards, CMYK colors can be utilized for advanced full-shell printing in solid or transparent colors.

Speaking on the importance of events such as Drinktec, Gasson stresses the need for personal contact. “You can never really compensate for the personal context, even though we use technology heavily and connect with customers virtually, it’s important to be here and connect with the customer.”

Consumer need for sustainability
According to Gasson, recyclability, customization and digitalization are the leading consumer trends in the metal packaging industry.

“Metals like aluminum and steel, used for manufacturing cans, are known for being infinitely recyclable. It can be recycled over and over without any loss of materials. Germany has a high recycling rate of over 98% and aluminum beverage cans are 76.1% recycled,” says Gasson.

Beyond recyclability, she says, the company aims to reduce the can's weight to improve the cans’ stability. “There are different ongoing continuous weight reduction programs at Ardagh.” 

“We try to use as much green energy as we can. It’s not just about the product itself but also how it is manufactured. We try to reuse energy and water, among other resources, to make our manufacturing processes more [environmentally] sustainable. We also work closely with our customers and optimize transportation. [Environmental] sustainability is a big trend in beverage packaging production.”Johanna Gasson with Highend can designs.

Customization and digitalization
Another big topic is customization and digitalization. “You can create a bridge to the digital world via packaging. For instance, you can have a promotion that integrates the can in a way that the customer needs to buy the can. Lottery wins with codes written under the tab are popular.”

According to Gasson, QR codes for reward programs in cleverly designed and communicated campaigns are a great way to interact with consumers using a product.

When it comes to customization, she spotlights Coke’s ongoing initiative of personalizing the beverage cans with names, countries and even QR codes for different promotions, using variable printing technology. “You can have up to 24 different designs in one production run. You can have a specific space where you define the customization, and then we can personalize the specific area,” she informs.

By Radhika Sikaria, with additional reporting from Joshua Poole