Cans Combine Variety, Integrity, and Versatility

Rexam LLC, with headquarters in London, is one of the world's leading consumer packaging groups and the world's leading beverage can maker. Package Design Magazine asked Harry Barto, president and CEO, Rexam Beverage Can North America, his opinions of the consumer trends affecting the beverage can industry.

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This chart appears courtesy of Packaging Strategies in the research study "The Global Market for Beverage Cans." For a full prospectus or to order a copy of "The Global Market for Beverage Cans," call Packaging Strategies at 610-436-4220 (x8511); or email at orders@packstrat.com; or online at www.packstrat.com. Look for more market predictions from the study in the April 25 edition of the Package Design eSolutions newsletter. Sign up for eSolutions at: www.packagedesignmag.com/esolutions.

Q: Are there production advances or forces that make this the right time for a multiple design strategy?

A: It's no longer just a 12-oz. carbonated soft drink world in which the package manufacturer is just a supplier. We're much more in tune with delivering innovative package solutions to our customers that enable them to achieve higher price points on retail shelves.

Q: What cultural trends make cans suitable for this strategy?

A: Consumers are seeking variety in their beverage choices, different flavors in different packages. This is especially being driven by young consumers. They want to project individuality, and they will pay more for a unique product in a unique package.

Q: How were cans such as Red Bull (packaged in Rexam cans) and Arizona so successful in defining their own retail space?

A: Red Bull is a perfect example of combining the right product in the right package (8.3-oz. thin can) to literally create a beverage category—the energy drink. Arizona Iced Tea is a perfect marriage between product and package is which has achieved such great success in their 23.5-oz. can package at a consistent price point.

Q: Why aren't there even more shapes and sizes of beverage cans?

A: It's just the beginning with what beverage marketers can achieve in taking advantage of the consumer need for variety. There are actually many different can package sizes being offered now, complete with a wide range of color and graphic options. Rexam also offers two innovative resealable options.

Q: Are there any trends that are making the consumer connection with cans even stronger?

A: Consumers like the barrier capabilities, offering the best in beverage integrity. They recognize that the can chills faster and stays cold longer. And its environmental friendliness is exemplified by its superior recycling rates when compared to other packages. We think that the connection will become stronger as marketers continue to offer product variety.