09 October 2012
You know I love cool new beer packaging designs, so a tip of the hat to PackagingDigest for bringing us this one:
The historic ‘gan bei' drinking ritual in China, which is the equivalent of the "Cheers!" toast in the U.S., is being modernized with Anheuser-Busch InBev's launch of Budweiser in premium metal packaging featuring a full aperture end. The new 200 diameter end was developed by Crown Holdings, Inc. specifically for this project and represents the first commercial application of full aperture ends in Asia. Branded the 360 End, the innovation allows the entire can lid to be removed, turning the can itself into a drinking cup.
The 150ml package is slated for limited release in China, with nightclubs and the popular karaoke scene as primary end-use targets.
The 360 End is produced using a combination of Crown's food can and beverage can technology. The company's global operations provided support for the AB InBev application, with the ends being produced in Asia and converted in the United States. The container is currently produced in Europe with final filling taking place in China. After the initial launch, production will be based in China.