Sulimar Brewery has made its Cornelius grapefruit beer available permanently in Poland, having initially been released as part of a limited edition run.
The beverage was launched in May and is most notable for its integrated can and straw metal packaging solution, the result of cooperation between Łódź-based Sulimar and Ball Packaging Europe. The inventive in-can technology features a self-activated straw, which appears once the tab of the can is pulled. The grapefruit beer’s initial release in the packaging option follows earlier availability in bottle format, FoodBev reported at the time.
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.”
Supady added that the product’s premium quality and appeal, particularly among female consumers, were drivers in its success as a finalist at the 2013 Beverage Innovation Awards, held at Drinktec in Munich.
“We are anticipating export sales and increased promotional activities in Poland,” Supady concluded.
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