Innovative beverage end available exclusively in the Canadian market
PHILADELPHIA, July 10, 2013 /CNW/ - CROWN Beverage Packaging North America, a
business unit of Crown Holdings, Inc. (NYSE: CCK) (Crown) (www.crowncork.com),
is literally introducing a new twist on metal packaging. Crown is rolling out
its new Vented End beverage cans for two of Canada's top selling brands: Coors
Light and Molson Canadian. The product of an exclusive partnership between
Crown and Molson Canadian, it features a vented end to allow for a smoother
pour, enhanced experience and a unique opening feature.
The Vented End features a dual aperture opening, meaning it has two holes
rather than the one hole found on traditional can ends. The end's unique
design includes a distinctive red tab and a button-shape depression mark to
the right of the main opening. To use, consumers simply open the can as usual,
turn the red tab so that it is aligned over the button, and then press down to
activate the second opening. No extra tools are required to open the end. The
vented end not only enhances the appeal of the package but also helps build
brand identity by more closely connecting consumers with their beverage.
"Consumers have had an extremely positive reaction to the Vented End and have
noted that the additional opening, with its corresponding smoother pour, is
both easy and fun," said Neill Mitchell, Vice President Marketing and
Strategic Development at CROWN Beverage Packaging North America. "At Crown, we
know that brands increasingly see the value of leveraging packaging to
distinguish products, attract consumers and drive sales, and we've designed
this new technology to satisfy those needs."
The vented end is efficient for consumers. With the increased flow rate,
consumers experience a smooth pour, while enjoying the flavorful and familiar
beverage. In addition, the Vented End can be used alongside other existing
technologies, like Crown's promotional tabs, as well as can shaping,
finishing, and printing to attract attention at the point of purchase.
There are currently no other vented cans available within the beer category in
Canada and the intent was to provide beer drinkers with an enhanced experience
while keeping functionality and fun. "This latest innovation was developed
exclusively with Crown through extensive work and rigorous testing," said Mike
MacDonald, Senior Packaging Scientist for Molson Coors. "The new cans are the
result of several years and evolutions of our concepts and prototypes."
The new cans first became available in mid-June, while national distribution
began Canada Day weekend, a public holiday celebrated on July 1. Both Molson
Coors and Coors Light will be sold in 473ml cans. 355ml cans featuring the
Vented End inside 15-packs will be available in various Canadian provinces,
including Ontario, New Brunswick, Prince Edward Island, and Nova Scotia in
August. The initial distribution was 50 million cans.
About Molson Coors Brewing Company Molson Coors Brewing Company is a leading
global brewer delivering extraordinary brands that delight the world's beer
drinkers. It brews, markets and sells a portfolio of leading premium brands
such as Coors Light, Molson Canadian, Carling, Blue Moon, and Keystone Light
across The Americas, Europe and Asia. It operates in Canada through Molson
Canadian; in the US through MillerCoors; and in the U.K., Ireland and in many
Eastern European countries through Molson Coors Europe. Molson Coors is listed
on the Dow Jones Sustainability Index for North America. For more information
on Molson Coors Brewing Company visit the company's website,
For more information, contact:
Melissa Chung, Social Networks Specialist; Tel: 1-416-679-7271; Email:
About Crown Holdings, Inc. Crown Holdings, Inc., through its subsidiaries, is
a leading supplier of packaging products to consumer marketing companies
around the world. World headquarters are located in Philadelphia, PA. For more
information, visit www.crowncork.com.
For more information, contact:
In the United States: Neill Mitchell, Vice President Marketing and Strategic
Development; Tel: (215) 698-5248; Email: email@example.com
In Europe: Caroline Archer, Marketing Director; Tel: +33 1 49 18 40 43; Email:
In South America: Rinaldo Lopes, President CROWN Embalagens S.A; Tel: +55 11
4529 1006; Email: firstname.lastname@example.org
In Asia Pacific: Janet Swee, Assistant to the President CROWN Asia-Pacific
Holdings Ltd; Tel: +65 6229-4829; Email: email@example.com
For editorial inquiries: Michael F. Dunleavy, Vice President of Corporate
Affairs and Public Relations; Tel: (215) 698-5051; Email:
SOURCE: Crown Holdings, Inc.
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-0- Jul/10/2013 13:38 GMT
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