Ball Packaging Europe develops beer can with integrated straw

Ball Packaging Europe has developed a new beverage can with integrated straw solution for a grapefruit flavoured-beer from Poland’s Sulimar Brewery.

The inventive in-can technology features a self-activated straw, which appears once the tab of the can is pulled. Sulimar Brewery will launch the grapefruit variety of its Cornelius beer range in the new packaging innovation, after the beverage was previously only available in bottle format. Ball has said that it can laser logos, images and messages directly onto the exterior of the straw, and that the solution would offer “a touch of ‘wow’” to consumers.

Its introduction will be supported by a national television advertising campaign with social media engagement.

Sulimar Brewery owner Mariusz Supady said: “Cornelius grapefruit is one of the most popular drinks among our consumers and because of this, we thought to further brand visibility by launching our product in the integrated straw cans. We hope that the convenience and innovative character of the can, combined with Cornelius’s new graphic design, will appeal to our main target group – women, as well as the men who often convert to flavoured beers as a refreshing summertime drink.”