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Article by BizCommunity.com 10 May 2013

Its dry, but you can can it

Meeting a consumer demand for easy packaging, Savanna Premium Cider has launched a 330ml can from Nampak Bevcan at the same price as the glass bottle.

"The can is lighter, tougher, more versatile and stackable. It chills faster and stays chilled for longer. What's more, you can open it anywhere, without a bottle opener, for any occasion," says Liezl Dippenaar, marketing manager Savanna: Southern Africa.

The brand is already seeing consumers respond positively to the can. "We are excited about the launch and although our cans have only been on South African shelves for a few weeks, we are already seeing a positive response from consumers - both in terms of retail and on our social media channels.

"The brand is stronger than ever and the launch of the can will show consumers, who are asking for more versatility, that we have their interests at heart. Format innovation is a requirement for big brands. It is an innovative brand that listens to its consumers and strives to offer fans convenience and affordability without compromising on quality," explains Dippenaar.

Can incorporates bottle iconography

In designing the new can, the original bottle shape and other distinctive iconography have been incorporated into the can design. "The bottle is still the main icon of brand and we have it printed on the can, but the distinctive yellow and acacia tree in the logo will also make it immediately distinguishable as Savanna.

"If you look at the bottle, its simplicity is what makes it unique, unpretentious and classic. To replicate that on a can was quite a challenge. We are very proud of the design that incorporates our bottle shape, but deconstructs our logo elements to create something that is distinctively different to our competitors. The gold colour also has impressive consumer appeal and our loyal fans have commented positively on the design in all our social spaces."

Recycling appeal

Klaus Hass, sales & marketing director of Nampak Bevcan, the manufacturers of the new can, says the move towards cans is an important industry trend. "Over the past few years we have seen a growth in excess of 25% in alcoholic beverages in cans."

One of the greatest benefits of cans is that it is 100% recyclable and more eco-friendly than several other packaging formats.

"Many consumers are demanding cans because they are the greenest choice in beverage packaging. Over 72% of all beverage cans produced in South Africa are collected for recycling. That is almost double that of any other beverage packaging type.

"Since cans cool quickly and stay that way for longer it uses less energy for refrigeration while allowing consumers to enjoy ice cold drinks for longer.

There are more benefits. "Cans are usually more practical and portable and deliver 100% protection against oxygen, gas, light, moisture and other potential contaminants. They have a longer shelf life, so they keep the beverage tasting as fresh as the day it was made.

"Cans are also hassle free. They are lightweight, durable and unbreakable and therefore safer for consumers to use," concludes Hass.

The collection of cans for recycling is also a source of income for unemployed people in South Africa. It is estimated that over 100 000 unemployed South Africans supplement their living through the collection and recycling of cans.
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