Drinktec 2025 live: Smurfit Westrock unveils cost-effective automation and beverage packaging

At the ongoing Drinktec trade show in Munich, Germany, Packaging Insights speaks to Ian Lloyd, senior marketing director for consumer packaging Europe at Smurfit Westrock, about the company’s latest automation and beverage packaging innovations.

At the tradeshow, the packaging company is presenting its cobot loading machine that aims to streamline manufacturing operations at a low cost.

Lloyd explains: “Low-cost automation is something that is valuable to customers. We live in times when sustainability is still very much at the forefront of consumers’ minds, but we live in a world where cost is also really important.”

“The pressure on disposable incomes is such that we haven’t seen for decades. So it’s important to provide sustainable solutions, but those do absolutely have to be cost-effective.”

He explains that Smurfit Westrock’s cobot is low-cost due to its flexibility, developing technologies, and manufacturing costs.

Cobots supporting workers

Smurfit Westrock's cobot aims to increase loading efficiency. The cobot works alongside a human operator to help workers. While the cobot is reloading, workers can replenish pallets, look at remaining stock, or start planning the next part of the process.

In addition, Lloyd explains that the cobot allows workers to multitask and work at different stations. Previously, they might have been “tied down” at the front of the machine with loading. 

He adds: “[The cobots] are also more tolerant of interaction with human operators. And so it’s providing a more flexible environment because you need speed as well as flexibility to be able to respond to market demand, and also to the increase in the number of skewSKUs we continue to see.”

Lloyd emphasizes that the cobots’ low cost is not due to a reduced need for human labor, explaining that they are only there to aid workers, not replace them. 

“What you’ve got here is equipment that will take away manual handling tasks. They certainly don’t replace the intelligence, the knowledge, and the expertise of a human operator.” 

Can machinery development 

At Drinktec, Smurfit Westrock is also presenting its latest beverage can machinery and packaging design. 

Lloyd explains that while packaging machinery is evolving, there are still machines that have been on the market for decades that are still relevant. 

“They still benefit from the development in whether it’s pneumatic or electronic control systems, the latest servo drives. Certainly, there’s a lot of stuff that we do to make sure that changeovers are very reliable and quick because we recognize that we’re in an era where there’s lots more product variation.”

Smurfit Westrock’s CanCollar Fortuna system can be used for cans and bottles. Lloyd says that the machine runs at multiple speeds.

“Not everyone wants high speeds. We cover the full gamut. We have machinery with very low speed, very simple operation, entry-level automation, for people that are just starting out, or people who want to test.”

Smurfit Westrock’s CanCollars are a sustainable fiber alternative.“We also offer full, high-speed, high-reliability machinery. And we can stick on the back end of these machines, modules for tertiary packing with a relatively small footprint in a relatively small space.” 

Lloyd says that the company has been seeing more interest in PET bottles in the last five years.

CanCollars for branding

Smurfit Westrock’s CanCollars have been on the market for five years. “They’re a sustainable fiber alternative. What we’re seeing now is interest in providing increased product protection.”

“With a lot of these types of products, we’ve done a lot of work around helping brands with consumer engagement, making sure that products stand out on the shelf. But we shouldn’t forget, the primary reason that folding cartons are used is to protect the product throughout the value chain, on its journey from the manufacturer into the supermarket, into the consumer’s home.”

“The extended panels that we have on this particular product, and some other products, are primarily for product protection.”

Lloyd explains that it’s “just a happy coincidence” that Smurfit Westrock’s CanCollar can also offer opportunities for branding, as it has a large space on the side for logos.

“The space allows you to do something that might be complementary to the graphics that you’ve got on the primary product for things like promotions. So you don’t have to play around with the can graphics or the bottle graphics. You can then just do one print run for the CanCollar for the multipack.”

With live reporting from Natalie Schwertheim at Drinktec 2025