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PACKAGING TRENDS

ALUMINIUM CANS, THE PERFECT PACKAGING SOLUTION FOR THE OUTDOOR LIFESTYLE Sprizzerol, the Italian drink that says so much about the glamour of those who drink it, is synonymous with the jet-set lifestyle of the rich and famous. Find yourself at any event that oozes style and glamour such as celebrity charity events, open air opera, motor racing meetings or film premieres and you are likely to find this Italian aperitif that is produced with high-quality Italian wine, selected aromatic herbs, and natural ingredients to a secret family recipe. When Paolo De Martin, grandson of Edoardo, the 1930’s Italian socialite who invented the Sprizzerol, was looking for a way to package the aperitif to suit the lifestyle of its modernday consumers, he looked no further than the aluminium can. The company wanted a convenient, cost-effective packaging that would reflect all that the Sprizzerol brand stands for and that would serve its product in the best possible way. By teaming up with Rexam, the world’s largest beverage can producer, the makers of Sprizzerol were able to produce a packaging that fitted perfectly with its brand and the ease of consumption for which it was looking. “Sprizzerol’s glamorous events and sensational performances at shows and fairs are legendary,” said Paolo de Martin of

De Martin Sprizzerol Paolo de Martin, who is the owner of De Martin Sprizzerol, is well known for exceptional and extravagant product presentations. For example it is not unusual for the whole of the Sprizzerol-Bar to be decorated in animal-prints and with glamorous girls wearing feather boas serving the aperitif. By working with Rexam, at its factory in Enzesfeld, Austria, the two companies came up with a solution that would not only fit the sophisticated brand but that would provide an easy way to serve, transport and store the drink, as well as being cost-effective. Paolo de Martin continued: “The know-how of a leading global consumer packaging company enables us to optimize our product and to meet the requirements of our customers. This is an aperitif for all people who enjoy living and also want to show this to others. This drink is the life-style drink for fans of the Italian way of life and who are cool and beautiful. Sprizzerol is synonym for Mediterranean awareness of life, urbanity and eccentricity. Using the 25 cl slim aluminium can fits perfectly with this philosophy.” Harald Moser of Rexam explained further: “As consumers’ lifestyles change, so do their needs and drinks packaging

54 - Italian Food & Beverage Technology - LX (2010) march

must meet these needs. Consumers are demanding more sophisticated packaging solutions that will give them the drink they want, when they want it and how they want it. On-the-go consumption is increasing and so is occasion drinking such as outdoor events and festivals. “This is a core market for Sprizzerol and the can fits this profile perfectly. Metal cans are unbreakable, making them suitable where, glass, for example, would pose a safety risk and of course the single serve can makes portion control much easier. With a product like Sprizzerol an aluminium can also allows the product to be served under perfect conditions as it is already mixed in the can and is easy and quick to chill. “The can is also well suited to premium brands such as Sprizzerol and Rexam often work with customers to create the perfect packaging solu-

tion to differentiate a premium brand from the mainstream. By developing the right combination of size, shape and design we can help brands like these create the unique positioning for which they are looking.” In addition, for events and festivals practical considerations come into effect. Aluminium is light making transport easier, cheaper and more environmentally friendly and the shape of the can makes it easy to stack and store. Additionally, cans are 100% recyclable and can be repeatedly recycled with no reduction in the integrity of the metal. As well as at any self-respecting event, the 25 cl single serve can of Sprizzerol is available from retailers in Austria and Germany and in bars and pubs throughout Italy, Austria, Germany, Belgium, Slovenia, and Croatia. www.rexam.com

ITALIAN BEVERAGE TECHNOLOGY 60/2010  

Rivista esclusivamente in inglese, sviluppata a supporto di tutte quelle aziende italiane che vogliono puntare sull’export di macchine, prod...

ITALIAN BEVERAGE TECHNOLOGY 60/2010  

Rivista esclusivamente in inglese, sviluppata a supporto di tutte quelle aziende italiane che vogliono puntare sull’export di macchine, prod...