Market Launch in France: Embossed Desperados Cans

The embossing technology enables consumers to experience haptically that special something about the Desperados brands.

30/11/2007 Since September 2007, Heineken has been selling its "Desperados“ brand and since October 2007 also its "Desperados MAS“ brand in the embossed 500 ml can from Ball Packaging Europe. "Desperados“ is beer with a tequila flavour, whereas "Desperados MAS" is the light version with a tequila-lime flavour and a lower alcohol content. The embossing technology enables consumers to experience haptically that special something about the Desperados brands. The embossed design turns picking up a can into an exceptional sensual experience and underlines brand differentiation. In the embossing process, the details of the design are raised three-dimensionally as a result of the surrounding areas being pressed inwards. The technology therefore enables the design of beverage cans to be perceptibly enhanced. Large brand producers use embossing to draw attention to the premium quality of their beers.

Embossing technology requires exceptionally precise control of the production processes to guarantee that the embossing and the printed design match perfectly, even at high output rates. Ball Packaging Europe is continuously enhancing this technology. The company is the leading supplier of embossed cans in Europe with a current sales volume of around 650 million embossed cans.