May 17, 2010
by Canadian Packaging Staff
SABMiller Plc has patented an easy-to- open beer can that converts into a drinking cup when the top has been removed, part of an effort by the world’s second-largest brewer to reduce waste and violence at sporting events.
The container will be introduced at the 2010 World Cup soccer tournament that starts in South Africa in June. SABMiller then plans to expand the use of the can at sporting events in the U.S. and Europe.
The fully recyclable can will help cut back on potential “missiles” that belligerent spectators sometimes throw during events because it can be used to get refills once opened, and will also decrease the use of glass and plastic at stadiums where beer is poured into glasses.
SABMiller, which dominates South Africa’s beer industry, is capitalizing on Anheuser-Busch InBev NV’s decision to restrict sales of Budweiser to stadiums rather than World Cup fan parks. The parks, equipped with giant screens and bars, are being set up by World Cup organizers to cater to fans unable to get tickets for games and are expected to serve a combined 280,000 people a day during the tournament.
The 440-milliliter (14.88 US ounce/15.49 British ounce) can will be sold under SABMiller’s Castle Lager brand.
For more information on the beer, visit www.sabmiller.com.