Ball's manager of alcoholic beverages in Europe to provide examples of how companies can attract attention of consumers, create unique promotions with interactive cans with speech at Canadean International Beer Strategy Conference in Prague

Mathew Kearney

May 16, 2013 (press release) – Many craft beer brewers have already discovered the versatile advantages of beverage cans. By excluding oxygen and light, the can guarantees that these sophisticated beers can be enjoyed to the full. And the all-over printability of the packaging format offers plenty of surface area for creative designs, enabling micro breweries to grab attention in the highly competitive beer market.

With his speech “From mass customization to ego engineering: Packaging is about the people who use it” at the Canadean International Beer Strategy Conference in Prague, Antti Laakkonen, Business Manager Alcoholic Beverages at Ball Europe GmbH, will be providing examples of how to attract attention of the consumers and create unique promotions with interactive cans. And what’s more: participants of the conference can test the quality of craft beer in cans.



“The can not only protects the quality of the product inside, but also allows brands to communicate with the consumer in a great way,” says Antti Laakkonen. Benefiting from the 360-degree brand billboard beverage cans offer, every craft beer has its own exceptional design to promote the individuality of the product. Ball’s new DynamarkTM printing technology takes this characteristic to another level. It enables up to 24 different monochromatic graphic elements to be added to a defined vacant area of the basic design. Thus, logos, icons or individualized messages can be incorporated into the can appearance.

“Innovations like Dynamark allow customers to create unique promotions, thus enabling them to respond to trends such as individualization, personalization, increased choice, self-ness,” Antti Laakkonen explains. “It makes packaging more effective at the point of sale. The interactive can takes that a step further by activating the consumer at the POS, giving them an incentive to consume. And the interactive can also provides the ideal vehicle for recommendation marketing.”

Exceptional packaging for exceptional products
Beverage cans guarantee the taste integrity of sophisticated craft beer products, protecting the beer from both oxygen and light, keeping the CO2 level constant, and allowing rapid chilling. In the USA, Ball has become the leading supplier of cans for craft beer brewers. Among the many trendsetters on the American craft beer scene, independent breweries such as Sierra Nevada Brewing Co., Avery Brewing Company and Oskar Blues Brewery have each placed their faith in beverage cans from Ball. Latest entry: Founders Brewing Co. will, this summer, be offering its seasonal "All Day IPA" for the first time ever in cans from Ball Corporation.

Canned beer tasting at the Canadean Beer Conference
Participants of the Canadean International Beer Strategy Conference will have an opportunity to test the quality of craft beer in cans. Beer sommelier Fritz Wülfing, who is an expert for craft beer in cans, will present some examples such as “Sierra Nevada Pale Ale,” “Joe’s Premium American Pilsner,” and also “Dale’s Pale Ale,” an award-winning American pale ale from Oscar Blues Brewery.

The beer tasting starts on Tuesday, May 14, at 9 pm in the Diplomat Hotel in Prague prior to the awards dinner.

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