World Cup beer can takes gold in packaging awards

Posted by Josette Dunn on 6th October 2010

Whilst the action on the pitch at this year’s World Cup may have been a disappointment for some, SABMiller and Crown Holdings Inc. are celebrating success off the field. 


A brand new type of beer can, which was developed especially for Castle Lager and launched during the World Cup, has taken the main prize at the packaging industry’s annual awards. The Event Can won the Alcoholic Beverages category at the Starpack awards but was also declared the overall winner of 2010.

Developed by leading metal packaging manufacturer Crown Holdings, Inc. the ‘full aperture end’ was the first beverage can in the world that allowed the entire can lid to be removed, turning the can itself into a drinking cup.

The can was used exclusively for SABMiller’s Castle Lager – sponsor of the South African football team, Bafana Bafana. It was devised to reduce queues at bars around the event, with a quicker serving time, without compromising on the drinking experience.

Maurice Egan, SABMiller’s Group Head of Manufacturing said, “The World Cup was a great success for South Africa and we wanted to ensure that locals and visitors alike had the best possible experience when it came to beer. So the new can was a timely and practical innovation and we’re delighted that it has been recognised by Starpack.”

“Helping our customers differentiate their brands with distinctive and functional packaging is our main objective at Crown,” said Chris Homfray, President, CROWN Europe. “Throughout our history, we have a track record of bringing innovation to consumer product goods companies for added shelf appeal and brand loyalty. And now, with our latest technologies, we are partnering with manufacturers to boost their brands not only on the retail shelf but also at large events.”

The Starpack judges selected the full aperture end can on the basis of its innovation and practicality. The judges called it a “breakthrough innovation” saying that it makes drinking from the can a new pleasurable experience, whilst being practical and time-saving for event bars.