From mass customization to ego engineering

showimage From mass customization to ego engineering

US American craft beers in beverage cans

Ball Packaging Europe supports Canadean International Beer Strategy Conference from 14-15 May in Prague

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.

For printable photo material just click on this link…

Ball Packaging Europe
Ball Packaging Europe is one of the leading producers of beverage cans in Europe, headquartered in Zurich, Switzerland. Ball Packaging Europe employs 2,800 people and has 12 production locations in Germany, France, the Netherlands, Poland, Serbia, and the United Kingdom. The company is a subsidiary of Ball Corporation, which manufactures high-quality metal packaging for beverage, food and household products, and also provides aerospace and other technologies and services, primarily to the U.S. Government. Ball Corporation and its subsidiaries employ approximately 15,000 people worldwide and reported 2012 sales of more than US$8.7 billion.

Forward-Looking Statements
This release contains “forward-looking” statements concerning future events and financial performance. Words such as “expects,” “anticipates,” “estimates” and similar expressions are intended to identify forward-looking statements. Such statements are subject to risks and uncertainties which could cause actual results to differ materially from those expressed or implied. The company undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. Key risks and uncertainties are summarized in filings with the Securities and Exchange Commission, including Exhibit 99.2 in our Form 10-K, which are available on our website and at Factors that might affect our packaging segments include fluctuation in product demand and preferences; availability and cost of raw materials; competitive packaging availability, pricing and substitution; changes in climate and weather; crop yields; competitive activity; failure to achieve anticipated productivity improvements or production cost reductions; mandatory deposit or other restrictive packaging laws; changes in major customer or supplier contracts or loss of a major customer or supplier; political instability and sanctions; and changes in foreign exchange rates or tax rates. Factors that might affect our aerospace segment include: funding, authorization, availability and returns of government and commercial contracts; and delays, extensions and technical uncertainties affecting segment contracts. Factors that might affect the company as a whole include those listed plus: accounting changes; changes in senior management; the recent global recession and its effects on liquidity, credit risk, asset values and the economy; successful or unsuccessful acquisitions; regulatory action or laws including tax, environmental, health and workplace safety, including U.S. FDA and other actions affecting products filled in our containers, or chemicals or substances used in raw materials or in the manufacturing process; governmental investigations; technological developments and innovations; goodwill impairment; antitrust, patent and other litigation; strikes; labor cost changes; rates of return projected and earned on assets of the company”s defined benefit retirement plans; pension changes; uncertainties surrounding the U.S. government budget and debt limit; reduced cash flow; interest rates affecting our debt; and changes to unaudited results due to statutory audits or other effects.

Ball Packaging Europe
Sylvia Blömker
Kaiserswerther Str. 115
40880 Ratingen