Pre-mix revival boosts canned drinks’ image

11th July, 2012 by Gabriel Stone

The acceptability of cans for premium quality drinks is on the rise, according to John Revess, sustainability director for Rexam, as he unveiled the results of the can manufacturer’s first Sustainability Report.

Although beer dominates the 45% of Rexam’s Business Can Europe business represented by alcoholic drinks, Revess pointed to threefold growth in the number of pre-mix products being packaged in cans since 2007.

As the pre-mix category itself enjoys a revival, Revess confirmed “a big increase in pre-mixed drinks in the UK over the last 12 months,” noting: “in the last five years the pack mix for pre-mix drinks in cans has grown from 2% to about 6%.

Marking a shift in the type of products being packaged in this format, Revess continued: “I think there is an opening for consumers to have a high quality branded product that is ready to drink: something convenient and priced at a premium.

“Five years ago you would not have seen major brands putting their products in cans, it was mainly own-label, but now it’s difficult to think of a pre-mix brand which doesn’t use cans.”

Revess also pointed to an increase in the amount of beer being packaged in cans, observing: “It’s been growing steadily – the pack mix has been moving out of refillable glass across Europe. There’s an ongoing shift due to the inconvenience of carrying glass home and the availability of multi-pack deals in cans.”

As Rexam’s report showed around 70% of the company’s 60 billion annual can production will be recycled in 2012, Revess insisted recycling is “absolutely the most critical” step a can manufacturer can take to improve its sustainability profile.

Although the firm’s light-weighting programmes has also proved effective, generating a 21% reduction in can weight since 1992, Revess explained: “It takes a lot of energy to make metal so there’s all that carbon produced.”

Pointing to the recyclable advantage offered by cans compared to other drinks packaging options, he noted: “Metals can be recycled indefinitely with no loss of quality. You can’t do that with other materials.” What’s more, he added, “Metal has value; it’s a traded commodity. A empty can will be sold like jewellery and used in cars, trains or building materials.”

Reporting that the average can recycling rate in Europe currently stands at “around 60%”, with the UK close to this mark, Revess pointed to the huge variations from country to country in this area.

Although highlighting Japan’s “extremely high” can recycling rate, and confirming that a number of European countries achieve a rate as high as 90%, Revess revealed: “the highest rate in the world is Brazil at 98% because all the street kids pick up cans.” By contrast, he remarked: “a lot of Western economies have extremely low recycling rates – the US is 58%.”

Comparing this recycling performance to other packaging materials, Revess suggested these levels are “similar to glass”, while “PET is lower and Tetrapak is lower too.”

 

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Sales Manager – Midlands and South West

Pol Roger Portfolio
Midlands and South West

UK Brand Ambassador - That Boutique-y Gin Company

That Boutique-y Gin Company
Tunbridge Wells, Kent, UK

Senior National Account Manager – Grocery (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Senior National Account Manager – Wholesale RTM (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more