First beverage can in 0.53-litre format: Optimum size for widgeted Guinness Draught in Can

Ball Packaging Europe in partnership with Diageo, have developed a completely new format for beverage cans with an integral widget (a foam-generating capsule). The 0.53-litre sized can enables widget technology to be maximised whilst still complying with the European standard filling volume of 0.5 litre. 

Ball Packaging Europe in partnership with Diageo, have developed a completely new format for beverage cans with an integral widget (a foam-generating capsule). The 0.53-litre sized can enables widget technology to be maximised whilst still complying with the European standard filling volume of 0.5 litre. The new container size is therefore ideal for the market launch of innovative beverages in this beer segment. The first 0.53-litre widget can was launched on the Irish market in the middle of October 2003. Diageo are using the new format widget can to strengthen the “Guinness Draught” brand within the premium product category. The widget produces a permanent foam head when the beverage is poured out of the can. The foaming freshness increases enjoyment and underlines the premium quality of Guinness Draught beer. The unusual design of the can matches the high quality of the beverage: The sophisticated design will be rounded off with a black end to further distinguish this product as premium. The widget technology which causes the beverage to foam when the can is opened is of particular interest for all types of beer with a low CO2 content, such as ales. To date widget capsules have been integrated in standard sized cans, for example the 0.5-litre can. This meant that, due to the integrated capsule, the filling volume did not comply with the European-wide norm of 0.5 litre. Widget technology in the beer segment was therefore restricted to markets in eastern Europe and the United Kingdom. However, the 0.53-litre can with integrated widget contains a filling volume of exactly 0.5 litre. Ball Packaging Europe widget technology opens up new market segments for the beverage can: It is also possible to use the widget for milk mix drinks, milkshakes, yoghurt-based drinks and coffee drinks such as cappuccino to produce a creamy foam head. In the United Kingdom, Kraft Foods is already selling the coffee-flavoured soft drink “Kenco Ice Cappio” in the widget can supplied by Ball Packaging Europe.