Beverage Smart Top Whitepaper - English

The power of Smart Top Labels

Dear reader, Have you considered enhancing your can’s appearance and functionality?

With increasing popularity in the beverage market, the can shelf has become crowded and brands are looking for a point of differentiation. With growing concerns over hygiene, companies are also searching for ways to deliver a secure product while maintaining their brand appeal.

MCC has the perfect solution in the form of our aluminum can lid label – Smart Top. Discover how you can protect your customer and enhance your brand with our recyclable labeling choice.

In this article, you can read all about the features and benefits of Smart Top labels and how our customers have utilized this to elevate their product. We also speak to Josef Mayer of Krones about the process of Smart Top application onto cans.

In this issue 3 Maximize & Protect Your Brand 4 Taxomatic. Protect your cans. Add Value to your brand.

6 Steam Whistle Brewery 8 Maximum Hygienic Protection 9 Premium Advertising Opportunity!

10 3 reasons to get in touch with our Smart Top Label expert

“The power of Smart Top Labels” is a publication of MCC.

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Copyright © by MCC. All rights reserved. The content of this document, including all copy, images, and attachment(s) are property of MCC and should be treated as confidential. It cannot be shared with or forwarded to third parties and cannot be published without MCC’s prior permission. If you have any questions regarding the use of this document, please email marketing@mcclabel.com

Maximize & Protect Your Brand The beverage can dates back to the 1930’s and still remains a popular and growing packaging choice for everything from beer to water. On a busy shelf, it may be difficult to differentiate your can design. MCC offers Smart Top labels that double up as a promotional tool as well as offering hygienic advantages.

What is a Smart Top Label?

A Smart Top label is made from soft tempered aluminum foil, designed for labeling onto the top of the beverage can. This foil lidding feature is a physical barrier, sealing off the surface intended for consumers to drink from until the moment of consumption.

Designed to maximize branding and messaging, these labels can be customized with a variety of effects and embossing patterns, provide hygienic protection and are fully recyclable.

These are the 5 biggest advantages that Smart Top Labels can offer you:

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Protects the can closure against dust & germs Fully recyclable Premium visual enhancement Additional advertising space Twist to open with replaceable closure

Print Capabilities

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Printing in up to 8 colors Various embossing patterns Thermosensitive inks Watermark or luminous effects Reverse side printing, for competitions etc.

Special coating on back side to enhance glue performance for better adhesion and clean removal of the lid

How it works A standalone machine or add-on unit applies the aluminum label to the top of the can, providing a marketing vehicle that doubles as sanitary protection.

A trouble free processing of the Smart Top labels can be achieved on a Krones Taxomatic labeling machine.

We talked to Josef Mayer at Krones to gain an insight into the Taxomatic Labeller and how it works.

Material Options Typically, can lid labels are available in 13µm and 15µm aluminum foil, can also be supplied in 10,5µm and 18µm

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We’ve definitely noticed a rise in interest for our Smart Top labels and the hygienic benefits are at the forefront of this drive. We work hand in hand with Krones who have extensive experience in setting up such a project and making sure it runs smoothly on the applicator. This type of label really adds value from both a functional and branding perspective.”

Gerd Blecken, Head of R&D at MCC Germany 3

Taxomatic.

Protect your cans.

Add Value to your brand.

Interview with Josef Mayer, Head of Product Management Inspection and Labeling Technology at Krones

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What is the Krones Taxomatic?

The Taxomatic is designed to equip beverage cans with pre-cut aluminum labels applied with coldglue.

It is installed at the machine infeed and is the primary labeling application.

How does it work?

Easy access allows quick change-over to different label and container sizes making it the ideal solution for lines with long-term, continuous production programs.

Functionally, the Taxomatic can offer the following benefits:

• Precise fixation of containers at the label transfer unit • High labeling precision • Low glue consumption • High standard of hygiene At Krones, we take responsibility for the entire system which gives the customer added reassurance. We are able to continue to provide optimum support after the equipment has been installed, providing spare parts, maintenance and servicing of the line quickly and efficiently.

The entire process is very hygienic and safe, firstly, is a UV light station that reduces chances of fungi and bacterial growth.

The cans enter the equipment through an endless-worm system and are taken to the starwheel, where they receive the aluminum foil label.

Food-quality cold glue is used to apply the foil.

After placing the foil on the can lids, these leave the starwheel and pass through a carousel where the final adjustment is made. The aluminum foil labels are precisely molded to the can’s shape, ensuring extra protection.

What is the labeling speed?

Watch the video

Beverage cans can be decorated with foils at speeds of up to 60,000 cans/ hour.

Can you label different size cans?

Yes, all typical beverage cans, including Slim and Slick cans.

WATCH VIDEO

How can the system be integrated into existing can lines?

Krones works alongside each customer to develop a case by case strategy. Our teams have in-depth knowledge and experience on line integration and will find the right solution for you.

Please describe the system advantages

The system allows for quick installation and commissioning as the functional parts are pre-assembled and set up on the table top in the factory, meaning space requirements are low.

Want to speak to an expert about integrating Smart Top into your process?

Contact marketing@mcclabel.com

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Steam Whistle Brewery Steam Whistle Beer, Canada

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A Progressive Brewery What started as a dream hatched by three friends, Steam Whistle has grown into one of Canada’s largest and most beloved independent breweries.

Committed to brewing pilsner the way it has been made for centuries, the premium pilsner is brewed using just four all-natural ingredients: pure spring water, malted barley, hops and yeast.

Maximized Branding Besides protecting the can closure against soiling, the Smart Top foil label also provides additional branding space. The printable foil offers an additional advertising area, and thus a multitude of options for flexible support of advertising campaigns, promotions, special events, re-launches and more. Even if the can is vertical in a cooler, the Steam Whistle brand is readily apparent.

As a progressive brewery, Steam Whistle seeks out the best solutions to ensure the consumer receives the optimum experience from drinking their beer. Although convenient, drinking straight from a can is sometimes considered unhygienic and Steam Whistle required a drinking experience as pure as their beer. MCC had the perfect solution in the form of Smart Top foil can lid labels which sit on top of the can, protecting the drinking area from dust and germs. Steam Whistle refers to this as their purity seal.

“From the inception of Steam Whistle beer, our goal has always been two-fold: exceptional quality and total transparency…. that’s why Steam Whistle Beer uses a purity seal: to make sure your beer is as fresh and unsullied as it was when it left the brewery.”

Tim explains: “Our purity seal ensures that your can remains free of potential contaminants it may pick up during shipping and storage before you buy it. When you open that can, we want your Steam Whistle to be as pure as it was when it was filled.”

Sanitary and Sustainable For Steam Whistle, Sustainable practices are high on the agenda making the Smart Top foil label a perfect fit. The label is 100% recyclable; therefore, along with the container the whole package can be completely recycled after use.

Steam Whistle believe that quality beer is not truly a quality beer if it is a burden on landfills and our world.

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Technical Support Steam Whistle worked closely with both MCC and Krones to develop an aluminum can lid label suitable for their beer and installed a Krones Taxomatic labeller in their Toronto based brewery.

Steam Whistle beer is not pasteurized so the can arrives to the labeller cold and wet. This was one of the first cold & wet Smart Top foil label applications, which presented some teething problems relating to the amount of glue that was required. Technical experts worked closely with Steam Whistle to rectify this issue.

This included multiple brewery visits in order to refine the process. The Smart Top foil label now features excellent performance on wet and cold cans thanks to a proprietary lacquer developed by MCC. The result exceeded expectations and Steam Whistle now uses less glue than they initially anticipated, running at full speed with improved label adhesion and most importantly, an improved consumer experience.

Our purity seal ensures that your can remains free of potential contaminants it may pick up during shipping and storage before you buy it. When you open that can, we want your Steam Whistle to be as pure as it was when it was filled.”

Tim McLaughlin, Vice-President of Marketing at Steam Whistle

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Maximum Hygienic Protection Romaqua Group. Albacher Beer, Romania

Extra protection Albacher is the first beer in Romania to benefit from a superior aluminum foil can lid to ensure that their beer is perfectly clean when the consumer chooses it from the shelf. The hygienic lid keeps the top of the can clean, protecting from dust and germs. Consumers can be sure to enjoy their beer with maximum safety and hygiene.

Innovative Partnership Mihaela Draghici, PR Director, Romaqua Group comments on the collaboration between Albacher and MCC on this project.

“Romaqua Group and MCC have been business partners since 2008 when we launched Albacher beer and we opened the beer plant in Lancrăm. The greenfield project and the eagerness to produce a premium beer in one of the most modern breweries in the world, inevitably has led to our purpose to also have reliable and highly professional partners.

Moreover, wanting to be innovative on the beer market but also out of respect for consumers, since 2008, we have chosen to use a protection foil on the top of the can, an aluminum lid label which guarantees the integrity of the product.

MCC has brought the best solution, the one we are still using today and which is highly appreciated by

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our consumers. We have had a beautiful and efficient partnership for over 12 years, we are glad to have such long-term partners because successful business can only be run with trustworthy partners, the ones you can rely on and can constantly provide the same quality product.”

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Wanting to be innovative on the beer market but also out of respect for consumers, since 2008, we have chosen to use a protection foil on the top of the can, an aluminum lid label which guarantees the integrity of the product.”

Mihaela Draghici, PR Director at Romaqua Group

The Safety-Conscious Consumer The Smart Top label is pure monolayer aluminum foil with no additional functional lamination, making it easily recyclable. The labels are printed and delivered to the brewer ready to apply via an in-line addition to the brewery’s automated filling line. Beyond the protective quality, the lidding provides, premium visual enhancement that brings additional advertising space.

It also allows for the flexible support of advertising campaigns, promotions, special events, re-launches, and more.

Premium Advertising Opportunity!

Anheuser-Busch InBev, Budweiser Draft, China

China is the world’s largest beer market by sales but there is fierce competition and dominance from local beer suppliers. The world’s largest brewer AnheuserBusch InBev is growing in China and other parts of Asia but still seek standout from local beers that have long dominated their home markets.

Added Value Premium beers are popular in China and the company was looking for ways to differentiate their product as well as create additional advertising space on their

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Budweiser brand in cans. The objective was to create an eye-catching product appearance at the Point of Sale as well as deliver added value for the consumer.

Maximized Branding MCC recommended the Smart Top label, made of fully recyclable embossed aluminum foil. The label provides the benefit of additional branding space on the lid of the can. There is also the option to print on the underside of the label in order to run promotions, competitions.

The addition of Smart Top makes a huge difference at the shelf, ensuring cans stand out from their competitors.

Budweiser is very happy with the Smart Top Can Lid Labels. They received great market feedback and continue to use Smart Top on their Bud Draft brand.”

Lars Schützenmeister, Sales Director Asia/Pacific & Middle East at MCC

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3 reasons

to get in touch with our Smart Top Labels expert

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Get guidance through every step of the process.

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Talk about the promotional possibilities to really make a difference on the supermarket shelf.

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Work together with our application experts for smooth integration and ongoing technical support.

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Discover what Smart Top Labels can do for your product Please reach out to marketing@mcclabel.com www.mcclabel.com/en/beverage MCC Beverage mcc.beverage